When Jack Rabbit Beans came to us in need of a packaging update, we collaborated with their team to develop a design system that was approachable with a hint of nostalgia. Drawing inspiration from their extensive brand heritage as the first brand of packaged beans and focusing on their core demographic, we achieved the ideal aesthetic for their rebrand hitting shelves this fall.
A modern take on an everyday commodity, the package design is clean, straightforward and lets the product speak for itself. The package system gives a sense of familiarity and trust with its warm simplicity and understated design.
We made minor updates to the logo crest by refining the Jack Rabbit icon and updating the typography.