The Brief
We were appointed to work with New Covent Garden Soup Co. with a project turnaround time of 3 months from brief to shelf. The brief was to create 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.
Solution
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 Covent 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.
Results
The result takes the brand back to its roots, reinforcing the core message of “fresh from our kitchen to yours” by focuses on communicating the ingredients behind Britain’s best-selling chilled soup brand.
10%
increase in brand awareness following redesign
New Covent Garden Soup Co. has seen a 10% increase in brand awareness following redesign
What the client says
“This rebrand bottles the magic of New Covent Garden Soup Co. The BrandOpus design distills the freshness of the ingredients and highlights that our soups are made by cooks with a passion for producing the best-tasting fresh soup that’s full of flavour. The distinctive new packaging will signpost the category for retailers and will aid flavour navigation for shoppers.”
Nigel Parrott, Marketing Director, Hain Daniels Group