Soulsight Launches Campbell's® Slow Kettle® Style Soups

Campbell was looking to enter the premium soup category and appeal to younger, higher-income shoppers by launching a new line of specialty Slow Kettle style soups. Campbell recognized that this launch would also provide a great opportunity to contemporize the parent brand through innovation and design.

Leveraging the premium, specialty attitude of a casual bistro menu, Soulsight introduced a craft paper substrate, an imperfect typewriter font approach and a snapshot of the soup image tilted a bit haphazardly to the right side of the label.

To ensure strong flavor color-coding and shopability at-shelf, the label was finished off with a bright swatch of ink, hand-drawn over the variety name.

The overall take away of the design was that of an approachable, specialty style soup that reinforced Campbell as a key player in the premium soup space.