Phew

Insight: Consumers understand the health benefits of beans, but often avoid them due to gas side-effects.

Target: Gas-conscious bean lovers.

Solution: Gas-less beans snack line.

Soaking and/or over-cooking beans reduce gas formation. This experiential, clear, inflated packaging represents gas being trapped inside. As the packages are opened, gas is deflated, and a little "phew" sound is let out, symbolizing that you are already deflated.

Role: Brand strategy, Design, and Production