Three hands holding a can of Bush's baked beans.

America’s most iconic and beloved bean brand gave us a big task: to help them stand for something bigger than just baked beans. Something healthier. Something wonderful for everyone’s plate. We found inspiration in Jay Bush’s decades-old catchphrase — “Roll that beautiful bean footage!” — and transformed Bush’s from the baked bean brand into That Beautiful Bean Co.

Bush’s Beans
That Beautiful Bean Company

A collage of Jay Bush with the words

The 360-degree rebrand put the bean and the brand on its proper pedestal.

Sometimes literally. A full refresh of design, photography, social, TV, and digital video was focused on spreading the inherent joy of beans far and wide.

A can of Bush' baked beans with the word
A poster with the words
A social image of a bean casserole.
A Bush's bean can as a wind chime with the words
A social image of 'Little Bean.'
A social image of a pan and a bowl with bean's chili inside them.
A social image from 'Bean Hub.'
A social image of 'Bean Thought.'
An artwork of a bean plant.
A huge Bush's baked bean can in a canyon.
A social image of five different Bush's pin.
Social image with an x-ray view a human
A social image of bean soup
A social image of three bean cans being used as a beverage koozie.
A social image of a 'beautiful bean' beanie giveaway
A social image of bean tacos
That Beautiful Bean Co. tote bag
Bush's Cornhole Championships' logos in different colors
Cornhole board and bags with the Bush's logo on them
That Beautiful Bean Website.

A full redesign of the brand’s website brought those beautiful beans fully online and gave our biggest bean ideas the tasty interactive home they deserve.

A screenshot of the Bush's website.
A bunch of hero images of the Bush's website.