The consultancy was approached to work on designs for the startup on the strength of its work for Brew Tea Co by Proper Beans founder Ben Mason last November.
‘We were tasked with creating a brand and packaging that would disrupt the sector and playfully subvert baked beans’ heritage’, says Interabang founder Adam Giles.
‘It was also key that the identity supports the Proper Beans range but can flex beyond it.’
The look was inspired by Mason’s ‘story and passion for the product’, according to Interabang, and uses a crest which the consultancy describes as a ‘quirky, very British take on the language of premium FMCG’.
This bears an illustration of two elephants riding bicycles, one brandishing a knife, one a fork. The elephants are positioned round an umbrella, over a castle, as a nod to the Elephant and Castle area of the London where the brand originated.
The designs are used across, packaging, the website, stationery, uniforms and point-of-sale materials and Interabang was also responsible for photography and art direction.
Proper Beans are available in Fortnum & Mason – where baked beans were first should in 1886 and ‘marketed as a high-tech American import’, according to Interabang.
The beans are currently available in four flavours, including British Fava Beans & Smoked Pork Collar and Sundried Tomato & English Mustard. Two other flavours will be available later this year.