There are certain things that we expect when we go to the grocery store. One of those is that the old staples, products that have been around for many years, are going to be easily identified.
That is changing, thanks to the label of Campbell Soup being redesigned.
One thing that isn’t changing is the red and white color on the can, but there is going to be a more modernized logo, according to the company. They are changing the font to one that is based on the signature of Campbell Soup founder, Joseph a Campbell.
The statement from the company said: “The refreshed label still evokes the same sense of comfort, goodness, and Americana.”
Something else is also changing on the cans, including a new font for the word “soup.” This would show up as a slant in the O in “soup,” and a more pronounced C in “Campbell’s.” It will be similar to what was seen on the original label from 1898.
Some of the soups that are going to receive the new label include cream of chicken, cream of mushroom, tomato, and chicken noodle.
According to the chief marketing officer for meals and beverages at Campbell’s, Linda Lee, they are on a journey to reimagine the iconic brand so that new generations of consumers will connect with it.
In order to celebrate the new branding on the can, they are going to be offering a 100 piece token set, created by artist and illustrator Sophia Chang. Any proceeds from the sale of those tokens will benefit Feeding America. They shared the news about the design on Twitter, saying, “New label, same M’m! M’m! Good!® taste you know and love.”
New label, same M'm! M'm! Good!® taste you know and love.❤️Look for our new design on shelves & online!#NewLook #Campbells #MmMmGood pic.twitter.com/h1tb6FRJrJ
— Campbell's (@Campbells) July 27, 2021
Chang went on to speak about the design in the press release, saying: “Some of the most famous pop art ever created was inspired by the Campbell’s red-and-white can – the design is as much a staple of the grocery aisle as it is American culture.”
She went on to say that she was always looking to express her creativity because she is a visual storyteller. This gave her an outlet for her creativity.
Now that many people are cooking more at home, especially due to the pandemic, Campbell saw a 15% uptick in sales during June 2020. We are slowly getting back out to restaurants again, so the sale of Campbell’s Soup may drop but the new design could help to keep the sales at a steady level.