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Millennials tend to shun canned soup. Instead, they seek out grocery items they can feel good about, typically on the store’s perimeter. Campbell’s challenge to DDW: How do we cultivate a new generation of soup lovers?

First, we wrote a compelling brand story from scratch, tapping into travel foodie trends and the food truck craze. Then we created a whole new way to shop, eat and experience soup with unconventional, ready-to-eat soup pouches. (Farewell, BPA.) Each soup took on its own persona, with a young soul mugging for the camera and an intriguing new recipe.

The fresh design and concept immediately struck a cultural nerve—including a shout-out from Stephen Colbert.

Brand Story  /  Brand Identity  /  Packaging

A graphic language was created to help guide the creative teams working on this project. The unique graphic elements included custom barcodes, funky flavor quotes, custom lettering and icons. All of these elements combined to bring each exotic flavor to life.

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