Campbell’s
World icon
Campbell’s Soup Company, one of the most recognized brands in the world and an indelible symbol of Americana, has been warming the world with its wide variety of soups since 1869.
Challenges
In 1946, senior management was concerned that the package design of its soup brands was not taking full advantage of the equities and value in the Campbell’s brand identity. The packaging was cluttered with information, thus fragmenting the overall impact of the major brand components
Actions
Developed what was to become an icon, creating the famed red-and-white packaging of Campbell's ready-to-serve soups
Utilized the dominant characteristics of the original packaging to preserve the equity and familiarity of the product
Retained the distinctive red and white colors with black type and modified the gold emblem, making it smaller in proportion to the other elements of the can’s packaging
Developed a crisper typeface that leveraged the friendly, warm script of the company’s 19th century signature, for both the company logo and the name of the soup, and removed all other elements from the front of the can