It all began with a dedicated lady wanting to offer smart organic products. The strategy to be honest is
easy and almost sells itself so we decided to be that straightforward.
The name was already set and I worked with developing the visual branding, drawing the logo from
scratch. The accent above the a has been replaced with a heart and can be altered with bubbles or
other forms occasionally.
MY CONTRIBUTION TO THE PROJECT WAS
Creating the visual brand concept including the logotype and brand guidelines
Finding a way to communicate the smartness of the food brand without compromising the
Designing the packaging and marketing material
Being the first brand in Scandinavia to sell pasta made of beans meant that clarity was key. A photo of
the beans inside graphic forms accompanied simple but strong benefits in words and serving tips on the
back. The bean pasta quickly became a huge hit and is now followed by more established brands.