Our goal was to bring back Campbell’s confidence and earned swagger. We rebuilt the portfolio from the foundation of the classic red and white label architecture, and instead of just reprinting old graphics, we re-drew and lovingly contemporized assets that had been made famous over the past 124 years. We united a huge portfolio while still retaining navigability. We designed a system that inspires confidence and creativity both in the kitchen, and in the community. More than anything, the new design is intended to make the statement that this is not just another product on the shelf — this is Campbell’s Soup.
The redesign considered every aspect of the experience. We redrew the script, giving it a soup-dipped feel by separating the characters. We brought esteem back into the medallion with a crisp new illustration and updated, finessed typography. We added wit to the Fleur de Lys, creating it from the C in Campbell’s. Shifting focus from bowls of soup, we carefully shot real-food ingredients. We added charm and organization to claims. Off-pack, we introduced a vibrant, food-inspired secondary color palette that breathes life into all communications. Finally, a new illustration style uses the full palette to tell simple, heartfelt brand stories.