Edamame – One Smart Bean

Agency: The Hardy Boys, THB Disturbance
Creative Direction: Geoff Paton
Art Direction: Michelle Caley, Hylton Warburton
Illustration: Hylton Warburton
Design: Hylton Warburton, Ryan Morgan
Copywriter: Peter Boubell
Project Type: Produced, Commercial Work
Client: The Fair Food Company
Location: Durban, South Africa
Packaging Contents: Edamame Beans
Packaging Materials: Paper, Edamame pods, Vegetable Inks

The Hardy Boys and THB Disturbance teamed up to create an innovative and sustainable fast food packaging solution for The Edamame Development Program’s ‘The Fair Food Co.’

The Fair Food Company is a fast food initiative, providing a healthier alternative to the junk food that consumers buy at events. They sell steamed edamame beans, which is a healthy and delicious snack, but is not well known by the public in South Africa. The Hardy Boys Saw this as an opportunity to educate the public about healthy eating and sustainable living. Everyone knows junk food is rubbish.

For The Fair Food Company’s Edamame beans, we designed a take-away box to be good. The leftover pods from the beans collect in the box itself. The boxes and pods are collected from recycle bins and milled to make paper. The paper is used to make more boxes and so on – a small way to help the planet. These containers presented an opportunity to educate the public about healthy food and sustainable living, so THB Disturbance designed a narrative illustration around the box, detailing the process of what happens to product as it goes through the cycle, while also educating the consumer about the healthy attributes of edamame and the environmental and social sustainability of the initiative. A range of corporate stationery was also developed out of the paper. All designs were printed with vegetable inks.

What’s Unique?
The Packaging is made out of the waste leftover from the product, making the cycle sustainable.