Soup's On
Soup's On
The focus of Soup's On re-branding project was to develop a new look for the product while also introducing it to a new audience. The weaknesses of the previous packaging design consists of, the product not standing out amongst its competitors. The packaging had no contrast between different flavours and would be undistinguishable from afar. As well as the previous packaging being a plain glass jar, that showcases the unappealing soup inside and was overshadowed compared to its competitors.
"New Look Same Great Taste"
To solve the issues stated above, I presented an alternative design that would help the company out shine its competitors. For the logo design I introduced an updated illustrated logo that represents the company's organic products, while also elevating the look of the company to be more sophisticated. I proposed using black shrink wrap to hide the unappealing contents of the soup and suggested the use of coloured illustration to represent the different flavours and also be distinguishable from afar.
The introduction of a sleek black jar, coloured lids and illustrations give the company's visual the opulence and splendour of the Gilded Age. While the black packaging introduces modernity and allows the product to stand out amongst other soup brands in the grocery aisles by creating contrast between the other brightly coloured competitor packaging.
