Campbell Soup Company

We partnered with Campbell Soup Company to revitalize Swanson, the maker of homemade stock and America’s #1 broth, to modernize its branding and packaging and remain a pantry staple for contemporary cooks.

Capabilities

Packaging Design
Photography
Branding
Brand Standards

Challenge

Swanson Broth has a tradition of creating broths and stocks with rich flavor and premium quality that are a pantry staple for home chefs. However, Swanson’s dated packaging caused contemporary cooks to easily trade it for generic competitors.

Action Taken

The DuPuis Group collaborated with Campbell to modernize the design and appetite of its core line of broths and become relevant to modern culinary palettes. To do this, we put appetite first, capturing mouthwatering recipes that would inspire passionate cooks to pull out their aprons. We also simplified and modernized all of the packaging elements, including the iconic brand mark, focusing on bespoke, premium touches. This packaging evolution protected iconic qualities while bringing a modern touch.

Results

Swanson Broth now lives up to its motto of homemade flavor at its best—and in this case, best dressed.