Re-energising a much loved icon, we helped Unilever’s Unox Cup A Soup to restore their energetic and cheerful personality on pack to strengthen brand appeal. The mug maintains its hero position on pack to guarantee brand recognition and provide effective shelf blocking, but has been given a more modern look and feel using an illustrative style with white surround for additional impact. Providing differentiation through the use of energetic background colours to improve variant navigation is supported by the placement of the flavour names on top of pack to avoid being hidden on shelf displays. The ingredient designs on pack have been paired back for a cleaner look and feel, balancing the brands playful tone of voice with a degree of authority by using a combination of illustration and photography.