With its new clean-label line of ready-to-eat soups, Campbell Soup Company has made a massive departure from its iconic red-and-white can labels, introducing graphics that stand apart not only from its classic line of soups, but also from all the other brands on the shelf. The new Campbell’s Well Yes! line of nine soup varieties are made from “simple, real, and nutritious ingredients that people, know, want, and trust,” says the company, and are packaged in cans bearing labels that put those ingredients front and center in a joyful way.
“From the very early stages of this program, we realized that to succeed, every aspect of this brand needed to be different than the rest of the soup category—the food, ingredients, brand name, design, brand personality, etc.,” says Terry Schwartz, Director of Strategic Design at Campbell Soup Company. “As a small core team, we committed to think differently about every decision we made and held each other accountable to deliver that kind of unique brand experience.”
The Well Yes! line was eight months in development and features wholesome grains, meats, and vegetables, such as kale, quinoa, barley, sweet potatoes, and antibiotic-free chicken. The soups contain no artificial colors, flavors, ingredients, or modified starches.
In designing the graphics for the Well Yes! can labels, Schwartz says Campbell Soup had three goals: to differentiate the line from all other soup brands in the store; to convey the attitude of the brand’s target customer—“positive and engaged with food choices with a desire for deliciously crafted food made with nutrition-packed ingredients”; and to express the personality of the brand—“optimistic, joyful, surprising, yet grounded.”
