Like its creator – the iconoclastic, serial restauranteur/entrepreneur Micah Camden – Little Bean is a rebel, compelled to disrupt categories, invert perceptions and rattle the status quo. To do so effectively demands confidence, clarity and boldness right from the start. KarowHanrahan, in collaboration with David Nakamoto of Wilderness, were brought in early to develop a unique, fully-articulated Little Bean brand with the type of positive personality, visionary outlook and confident voice it would take to lead a food revolution.
At launch, Little Bean burst onto the food scene with a fully-formed personality, voice, look and positive energy that informs everything the business does and says, from packaging to social media and PR. Enthusiastic reviews adopted the Little Bean brand narrative. Fans Instagrammed selfies sharing the “Chickpeas? Really?!” positioning. And just as important, the Little Bean brand had the built-in breadth, depth and authority to power its plans for exponential growth and category expansion.
