Brand Positioning and Identity, Innovation Beech-Nut


The Ask: Win over Modern Moms in a Declining Category.

From a heritage brand with a diluted brand story in a declining category

Beech-Nut product before redesign

To a compelling brand that understands modern moms—their making, care‑taking, and buying behaviors and the “whys” behind them

Beech-Nut product family after redesign

We employed the rigor and reliability of our RAPID INVENTION™ process to rename, redesign, and rewrite the Beech‑Nut brand play‑book in less than 120 DAYS. Bluedog collaborated with IO, a leading glass manufacturer, to design a new glass jar that transformed the face of simplicity and purity in the category.

Scotch-Brite Innovation Pipeline