JMM INDUSTRIAL DESIGNER
Beechnut came to O-I looking for a new jar to help establish a new identity for their brand “refresh” in 2014. While competitors like Gerber and Plum were moving into plastic and pouch CPG solutions, Beechnut saw opportunity to double down on glass. This sentiment fully aligned with O-I’s “Glass is Life” campaign, which celebrated glass as an infinitely renewable and beautiful eco-friendly packaging solution.
FINDING BEECHNUTS IDENTITY
Beechnut’s packaging was in desperate need of an update. Being a family focused company, Beechnut really identified with homemade baby food made from superior ingredients. Our team sought to create a new iconic jar silhouette that would bring new life to the baby food category and symbolized Beechnut’s values of pure, homemade, quality baby food.
THE “AH-HA!” MOMENT
Our break through came when we were looking at Beechnut’s current jars and began tearing off their paper wrap-around labels. We were stunned when it revealed beautiful earthy gem tones emphasized under the highlights and shine of the glass. We knew then that our design had to maximize the glass presence and show off the beautiful color and quality of the beechnut product contents. If we could leverage the beauty and transparency of glass, reduce the label, and celebrate the contents within, we new we had a winning solution.
