BrandOpus takes the New Covent Garden Soup Co. back to it’s roots in brand redesign
The New Covent Garden Soup Co. is going back to its roots with a redesign that focuses on communicating the ingredients behind Britain’s best-selling chilled soup brand. The redesign is part of a wide-ranging marketing initiative which reinforce the core message “Fresh from our kitchen to yours”
BrandOpus was appointed to work with the brand in May 2012. The result is a revamped range of packaging that reflects the New Covent Garden method: hand selected fresh, seasonal vegetables sourced from markets, and cooked each day by dedicated soup chefs in New Covent Garden’s kitchens.
BrandOpus have introduced new meaning and flexibility to the Covent Garden brand by establishing the identity as a branded market vegetable crate. The crate device was chosen to inspire the idea of the fresh soup handmade from quality market produce delivered to your kitchen by New Convent Garden Soup Co.
The crate device has given the pack design the flexibility to deliver clear navigation through the use of colour and ingredient illustration. The use of a distinctive illustrative style across the entire pack creates a unique look and feel for the brand, who were the first to introduce the concept of fresh soup to the supermarket shelves back in 1987.
Paul Taylor, Creative Director at BrandOpus, says of the redesign, “Although the project came with tight timings the freedom we were given by the client to change the brand at its core identity has enabled us to achieve a redesign which we believed will change the way consumers see the brand”
The new packaging will roll out on shelves from 10th September into Asda, Waitrose and Morrisons stores.