JACK'S MAGIC BEANS | Case study

Package Design

CHALLENGE

R.S. Hanline, an Ohio-based fresh produce processor and distributor, expressed interest in a new brand for their ready-to-eat fresh vegetables designed with storybook appeal. Kennedy Creative took the lead on adding brand design elements to a steam bag created to both merchandise and cook the food. Challenges included a creative concept that complimented the product and established a brand standard that significantly differentiated the product from competition. 

STRATEGIC SOLUTION

• A category audit was conducted to review existing competitor brands and messaging.

• Brand conception and development required naming process, logo design, packaging design, new brand standards, product messaging, POS and merchandising materials, and marketing collateral.

RESULT

Kennedy Creative designed a winner! The Produce Marketing Association acknowledged the Jack’s Magic Beans product line with its Excellence in Packaging Award. This award is presented to companies with packaging that demonstrates innovation and makes an impact on consumers. Kennedy Creative managed and directed the entire creative process for this themed package. The imagery and whimsical fonts engage the consumer with a memorable fairy tale tie-in to a commodity product. The line features a playful  brand logo, surrounded by stars and vine illustrations in character with the storybook look and feel. A circular area is knocked out to reveal the green bean varieties. The user experience is enhanced with color-coded text indicating the fresh vegetable varieties and the “cook in bag” Simply Steam symbol anchors the design.