Turner Duckworth delivers a visual revamp for Campbell’s iconic soup packaging for the first time in over 50 years

For an illustrious 125-year history, Campbell's has held a strong presence on the global packaging stage. Although the pack held a prominent position in the category over the years, it needed to reassert its brand image as a true icon. Turner Duckworth was tasked with delivering a transformative journey, reimagining condensed soup packaging for the first time in half a century.

The packaging design drew elements that defined Campbell while rediscovering the graphical designs waiting to be rediscovered. With a mission to amplify these defining features by eliminating mundane industry conventions and a goal to refine the entire visual framework, this transformation displayed a renewed sense of confidence and elegance in one of the world's most revered brands.

The newly crafted wordmark drew inspiration from the signature of the company's visionary founder, Joseph Campbell. By delicately separating the characters, it unlocked a dynamic range of possibilities, especially advantageous in the digital realm. This innovative approach allowed the design team to adjust the typography as needed, adapting to various digital environments seamlessly.

Furthermore, the design agency instilled a heightened level of craftsmanship and intricacy into the bronze medallion, complemented by the introduction of a fresh fleur-de-lis motif. The two interlocking C's from the Campbell's wordmark now stand proudly back-to-back, cementing the brand's illustrious heritage in every intricate detail. The meticulous refinement of the visual identity system ensured that over 100 diverse product SKUs remained distinct and effortlessly navigable. Discarding the mundane depictions of soup bowls on the packaging and replacing them with vibrant visuals of ingredients. This transformation not only conveyed the quality of the brand but also hinted at the diverse ways one could savour their products, transcending the simplicity of a mere spoon.

For more information on Turner Duckworth’s design, visit their website or follow them on Instagram.

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