Grocery store soup sales have been declining. And if you’ve been in the soup aisle lately, you’ve most likely been overwhelmed with choices and underwhelmed with excitement. Campbell’s decided it was time to change that, create something better and help people fall in love with the soup aisle all over again. They called upon us to lend our expertise to the creation of a new soup brand. Together we created an entirely new brand from the ground up that built upon their existing brand equity. We dimensionalized their target consumer to identify key needs, defined the new brand’s reason for being and guided their overarching brand philosophy—encouraging consumers to say yes to what really matters when it comes to eating good soup and feeding it to their families. Well Yes! officially hit stores in late 2016 and has exceeded expectations.
The Well Yes! pack design breaks all the conventions of the tired soup category by highlighting the nutrient-dense recipes in a fun, aspiration and upbeat way that allows everybody to say “Well Yes!” to better food everyday.
Agency: Bulldog Drummond
Art Director: Megan Pilla
Designers: Garrett Patz, Brett Jorgensen, Katie Schultz
Illustrator: Katie Schultz
Photographer: Andrew Jorgensen
Printer: Hammer Packaging
Manufacturer & Client: Campbell Soup Company
Prepress: Schawk!
Location: San Diego, CA
