MEALS FOR HUMAN BEANS

Modern Table

BRAND STRATEGY, VISUAL IDENTITY, LOGO, PACKAGING, POINT OF SALE, WEBSITE AND BRAND ACTIVATION

Modern Table is a new brand that believes in bringing wholesome tasty meals to everyday life by focusing on the nutritional values of beans. It was Hatch’s job to create an identity on the packaging and beyond that celebrated sharing meals around the table.

Strategy

Modern Table gathers families around something interesting.

Design Principle

Good mood food.

Hatch created original handwritten type and illustrated organically shaped circles to emphasize the brand’s ambition to bring the family together at mealtime and to connote the natural good mood that will accompany a nourishing Modern Table meal.

Design Principle

Real food for thought.

In order to show how dynamic and healthy each meal can be, we focused on the real ingredients and flavors. We photographed bright, fresh, highly detailed images of the variety of ingredients, demonstrating that it is indeed what’s on the inside that counts.

Design Principle

Pass the beans!

We created playful iconography, bright photography and bold graphics to demonstrate the components and health benefits in each Modern Table meal kit on the website and for tradeshows, sampling and even a food truck expedition.

Impact

As Modern Table moved from sampling at tradeshows to full market launches, consumer and trade response has been phenomenal. In just two months, Modern Table has landed in Whole Foods nationally and in 2015 will be on shelves at Safeway, Kroger, Jewel and Target; with more stores being added every day.