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 New & Old Logo
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 Flavor Line
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 Old Package
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Challenges
• B&M Baked Beans, a long-standing tradition in New England, was facing heightened competition from the major national brand.•
While its loyal followers preferred the B&M brand and product, the on-shelf image was dated, failing to capture the brand’s quality heritage nor telegraph appetite appeal.
Actions
• Revitalized the logo, making it more compelling, premium and dimensional while leveraging the brand’s long-standing tradition of hand-stirred, great tasting baked beans.• Developed the new positioning of New England’s Finest and linked it strongly to the brand by placing it in the logo.
• Created new photography which focused on what consumers told us made B&M baked beans distinctive: the thick, rich sauce.
• The design also leverages the hearth-baked cooking process, by featuring the brick oven on the label. Each flavor is clearly differentiated within the line, and appetite appeal is strongly telegraphed across the family.
• In consumer testing, the new design was preferred, garnering comments such as
“Higher product quality”
“More contemporary”
“Made with care/homemade”
“A brand for me”
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The overall tone and feel of the package now leverages the brand’s quality tradition and supports a premium price point. The entire line is re-energized and up-to-date, featuring a compelling image and brand promise to entice new consumers to try New England’s Finest baked beans