Masons Baked Beans
Masons’ mission is to reinstate baked beans as the premium meal it once was – it was first sold at Fortnum and Mason in 1886 and marketed as a high-tech American import: one of the first canned products.
We were tasked with creating a brand and packaging that would disrupt the sector and playfully subvert baked beans’ heritage. It was also key that the identity supports the Masons Beans range but can flex beyond it.
It was clear that the product was truly unique (fresh, tasty baked beans from the chiller cabinet), and we wanted his brand to reflect this. The founder’s story and passion for the product was inspirational, and this provided the genesis for the proudly front and centre Masons crest – whilst visually providing a quirky, very British take on the language of premium FMCG.
Interabang’s influence on my business was huge. What they delivered felt immediately like a mature, striking brand. The compliments on it never stop.
Founder, Masons Beans
Voted Best New Brand by Richard Branson at Virgin Food Fest.
Masons launched in Fortnum & Mason – where the British baked beans story began – as a range of five, with further flavours (as well as limited edition varieties) to be released later this year.
Website design and digital art direction by James Hayter
Project scope: identity / packaging / online / stationery / point of sale / uniform / photography & art direction
Launch featured in the Guardian, the Daily Mail, the Independent and the Telegraph.