Leading Irish retailer Dunnes Stores approached us to design their new soup packaging. The objective was to create instant shelf appeal to rival the brand leaders. The new designs exceeded expectations by outselling the old range two-to-one. We wanted to emphasise wholesome, tasty and quality ingredients throughout the range whilst also conveying familiar comfort. We worked closely with our client to bring added value through an idea-led design philosophy. The chosen theme is playfully crafted using a suite of hand drawn illustrations of fresh ingredients set against a muted hessian background. It was key that this product offering would appeal to families as a quick and easy staple on their shopping lists and also attract a wider on-the-go lunch market.