Covent Garden

The chilled soup category was heating up

Once a pioneer of the chilled soup market, Covent Garden was losing its mojo. The fresh soup scene had transformed, with new contenders capturing shoppers’ attention – and taste buds – with vibrant branding that clearly communicated flavour. Covent Garden had the wholesome goodness customers wanted in spades, but it wasn’t coming across in their packaging or online presence. Our digital design for Covent Garden revitalised the brand online and across social channels, highlighting freshness, flavour, and authenticity to engage modern consumers.

Stepping up to the plate

Multiple pack refreshes over the years resulted in design that was cluttered and lacking a clear message. To separate New Covent Garden from the rest, we took the brand’s identity back to its core with a modern expression infused with simplicity and joy. Stemming from the positioning line “Naturally Good Fuel”, we crafted a new design idea to hinge the brand refresh on. “A little lift in every bowl” was the perfect way to communicate the joy and goodness that a New Covent Garden Soup gives you.

Infusing fun and flavour

We carefully enhanced the brand marque, keeping the arc but breaking it out of its box as a signal of newfound confidence. We then shone a spotlight on the soup’s fresh ingredients by commissioning well-known foodie artist, Ohn Mar Win, to create charming watercolour veggies – alongside vibrant variant colours to build taste and flavour. By keeping the edges free of colour, we leveraged the bran’s distinctive off-white tetra pack for maximum recognition in-store and online.