Easy Bean Fairtrade
Opinion by Richard Baird Posted 13 May 2011
Easy Bean created in 2007 by Somerset based Christina Baskerville is a ready meal product made from 100% natural ingredients, hand prepared in small batches and retails in a number of stores including Waitrose, Sommerfield and John Lewis. This month the range will expand to include two new varieties which will be the first Fairtrade ready meal on the UK market.
Easy Beans’ packaging clearly builds on and develops the popular (and what I term) ‘honesty sensibility’ established by Innocent. This is typified by its clean minimal brand architecture, open and accessible information and straight to the point logo-mark. The structure has been fully utilised on the internal walls displaying detailed information, serving suggestions and photography freeing up the external side to build brand recognition and, through colour reinforce the product varieties. The material choice, colour ways, and clever use of printed space established by the first range come together in a straightforward way that easily translates a fairtrade message into the ready-meal market.