Scope of work:
Impulse Beans
All, Branding, Copywriting, Illustration, Packaging, Web Design, Web Development
Location:
United States
Year:
2024
Impulse Beans gives a new place to a pantry classic by offering high-quality organic beans, carefully canned to preserve their natural flavor and texture. In a category where beans are often perceived as a basic, predictable staple, the brand aims to shift that perception by positioning them as a versatile ingredient for everyday cooking, encouraging greater consumption and restoring their role in daily meals.
Built around the idea of “happy beans, happy life, the identity is rooted in the belief that discovering something new should feel exciting and enjoyable.
The visual system translates this spirit into a bold, contemporary identity that feels energetic, approachable, and full of life. Through expressive characters, vibrant color, and dynamic compositions, the brand breaks away from the muted visual codes of the category and builds a distinctive presence rooted in emotion and playfulness. Rather than focusing solely on quality, the identity communicates attitude — inviting a more optimistic, creative way of seeing beans, and turning an everyday ingredient into a joyful, memorable experience.
Structured lines and modular layouts create a sense of reliability, while the portal-inspired graphics evoke innovation and movement. The system was designed to work across packaging, digital touchpoints, and web design, ensuring consistency for a growing CPG-focused business.
From this premise, an illustrated world was created where beans take center stage, bringing warmth, humor, and emotion to a category often perceived as purely functional. These smiling faces connect the product with positive emotions, turning a traditional ingredient into something relatable, human, and full of personality — no longer just a staple, but the protagonist of joyful, versatile cooking.
