Bean Supreme had been on shelves since the 80s, but while its products had kept up with the times, the brand identity hadn’t. Best known as “the one in the white pack,” it was struggling to stand out in a fast-growing, increasingly crowded plant-based category.

We collaborated closely with the marketing team to define a refreshed strategy that could reconnect with loyal customers and attract a new generation of flexitarian eaters. From there, we built a design system that retained the iconic white pack, but added warmth, vibrancy and appetite appeal through bold photography and a more confident tone of voice.

The result was a brand that felt more aligned with its values — simple, recognisable ingredients and food designed for real life. Consumer testing showed a strong positive response to the refreshed identity, and the launch was followed by an uplift in sales.

While the brand remains on shelves, it’s set to be phased out as part of a wider portfolio shift. In the meantime, the work stands as a smart, strategic refresh that helped New Zealand’s leading vegetarian brand stay relevant in a rapidly evolving space.