New Covent Garden Soup range by Reach Design
24 November 2008 | By Popsop Team
In 2002 Bristol-based Reach Design agency created visual identity and packaging for Covent Garden Soup Company range.
When new Covent Garden Soup Company launched the first fresh chilled soup in 1989, they created a brand new category. Thirteen years later, with own brand and proprietary brand competition hotting up, it was time to firmly re-establish the brand as category leader.
Response
The new identity builds on the key brand equities – the central graphic strip, use of illustration and the tetrapak. We created a distinctive new label device, to convey the brand’s traditional/small company values. The impact of the brand on shelf now befits a category leader with beautifully crafted illustrations for each of the individual recipes, giving clear variety differentiation.
Testimonials
“The sales increase of 35% year on year can be entirely attributed to the packaging redesign” Nigel Parrot, Marketing Director Shortlisted Design Effectiveness Award 2003.
Popsop.com
Tags: food
