Better Nature's 'Bean Army' Makes A Cute Case For Plant-Based Protein

Tempeh is an Indonesian food made by fermenting soy and other legumes. Traditionally, it comes wrapped in banana leaves and is a mainstay on islands like Java. While it is a popular vegetarian staple, the fermentation process imparts an earthy, meaty, and mushroom-like flavor along with a firm texture, making it a tasty protein in its own right, but also a suitable meat substitute. 

As the popularity of alt-meats like Beyond and Impossible surges, this OG alternative to animal flesh is poised to ride the veggie-curious wave but needs to win consumers over without the novelty of the newcomers to the veggie protein party.

Plant-based food brand Better Nature, along with agency The Plant, created a brand and visual identity that avoids the tired hippie aesthetic so prevalent in the plant-based food segment with a friendly, fun, and cute approach inspired by the core ingredient in a subtle, witty way with the whimsically illustrated “Bean Army.”

The characters are bean-shaped, a nod to the whole soybeans used to make tempeh. The oblong legumes have little dots for eyes and short legs, giving them a snout-less Q*bert vibe. The beans find accompaniment through playful typography and a soothing color palette. The branding generates curiosity and makes the exotic plant protein approachable for a broad range of consumers, including meat-eaters.

Better Nature’s entire range is available from select grocers and directly from their website.