CBX Rejects Classic Organic Cues For Green Valley Beans

As created by New York brand agency CBX, the new Green Valley brand from Salem OR brings innovation to the old-school organics category. Seeking a fresh concept in organic packaging, CBX turned to shelf-stable pouches. “We threw out the rules for the organic aisle with Green Valley,” said Gregg S. Lipman, CEO and Managing Partner of CBX. “Our beans will come in visually distinct, shelf-stable pouches, as well as in cans. Each package blends tasty photography with hand-written typography and vibrant illustrations. The result is a fresh, farm-to-table brand that intrigues and excites.”


The project included packages for Green Valley’s full line of organic beans, as well as their canned vegetable and pumpkin offering. Prior to designing the packs, the team surveyed the category and was struck by the visual similarity of many of the leading brands of organic beans, Lipman said.  Each Green Valley package blends photography with hand-written typography and vibrant illustrations. The look that is meant to inspire and engage millennial consumers — especially millennial moms —  to enjoy the experience of cooking for themselves and their kids.  To better reach this demographic, the CBX team integrated the brand identity and design into key social media platforms; the website and social media channels build on a “Healthy Food for All” platform with product recipes, budget-friendly family meals and information about organic food and farming

“We saw that there was an opportunity here for something innovative and differentiated,” Lipman explained. “The classic organic cues were no longer on the menu. By introducing the pouches, right away, that signals to the consumer that something is different about this brand.”