The dimension on the logo is a relic of the past. However, the medallion is a symbol of quality and longevity. Adding depth to the medallion makes it look more appealing and easier to see.
“Dimension is something that is part of a bygone age in design so we removed the drop-shadow from the lettering” “The medallion wast kept mostly in tact although we added some dimension”
Talking about can redesigning. Thanks to Campbell's, I am on a diet plan. Up here in Canada I was a regular consumer of Campbell's "Chunky " soups. I could typically pay $2.50 per can, but then it went up to $3.50 per can. I was shocked. But then I also noticed that the can looked different. It was redesigned. I picked up one can and noticed that not only had the price gone up by one dollar, but it now was 515mL, rather than its original 545mL size. So, no more Chunky for me. Thanks Campbell's, for helping me get on a diet.
The drop shadow didn't need to go. The Campbell's Logo was Iconic. They could have made changes on different parts of the can but leave that logo. I loathe when brands "new coke" logos. Younger people aren't buying your soup because of the logo, because trends tilt back and forth for nostalgic fonts and graphic styles. Consumer taste sometimes change and nutrition trends too. Change who you market for, start a YT channel with recipes for cooking with Campbell's for the internet generation. Show them how easy it is but don't make it corny.
Logo's not a big deal. It just shows they still care about their brand is all. But it's right..nobody just drinks soup anymore but those canned soups can add a really nice touch to stew, pasta etc
I didn't even notice the updated label. I did notice when I was shopping that it was harder to see which soup I was looking for as they made the print smaller.
Oddly, I nearly skipped buying my weekly supply of Campbell's Chicken Noodle soup because the can looked different and I thought it was an off-brand imitating Campbell's label design.
The lack of drop shadow makes it look like a cheap generic soup label printed on printer paper and reduces contrast on the words. Modernize my foot it just saves on black ink.
I'm not a fan of the new "Campbells" font without the drop shadow. It looks flat and cheap, kind of generic. The previous font/shadow looked a bit classier.
When you have something that is considered iconic, be confident in yourself; you don’t need to change it. The changes to the fonts make the new label look cheap and flat. I immediately caught the hypocrisy that others have noted: The decision to remove the drop shadow from one part of the label and add it to another part. Clearly, the sophomores at the design agency didn’t know what to do, and butchered what people were accustomed to. I don’t like it.
Campbells also highly influenced AGRICULTURE for pretty much the entire State of New Jersey. There were times when perhaps 80 to 90 percent of farms in New Jersey drew at least part of their cash income by growing crops specifically for Campbells. Likewise, Campbells influenced farm machinery as vegetable crops grown on small acreages had different equipment needs. The Planet Jr. equipment company sold millions of pieces of walk-behind equipment for small farms that grew crops for Campbells. Nowadays, who knows where they get the majority of their fresh vegetable ingredients??
They can change the design of the can and the messaging all they want. It doesn't depart from the fact that canned soup is a highly processed product. And unhealthy.
IDK, seems like a lot of fluff from marketing designers to justify their existence. I mean it's a decent redesign in that they didn't break anything, but if most people barely register a difference I don't think they'll change their shopping patterns either.
Hey, laconic just happened to be one of my remarkable vocabulary words this week. Might get to the place of dropping the words altogether. Except for the "Campbell's," of course.
How much was spent to upgrade to this new subtle look? It will be interesting to see from CPB's 10k next year to see if these changes were worth the money.
Huh? People would only notice in direct comparison. How is that a risk? Why even change the design? Looks like somebody was paid for a re-design and got a ton of vetos from the bosses, resulting in slight changes to make it a bit more modern. Even changing the kid on the Kinder chocolate bar was a more dramatic change in design
I'm 35 and have never bought a single can of tomato soup, what's the point of buying tomato sauce when you can buy soup that actually has something in it like ramen and spaghettios?
Design is subjective. Losing the link between the letters weakens the logo strength, the more interspace, the loose it becomes. As a Graphic Designer for 30 years, I'll do it different. But hey, the studio sold that one to Campbell's, so be it.
Safe to say the rebrand looks significantly worse. They mostly just stripped some of the character away and made it look more generic. The idea that a drop shadow or joined up text are relics of design is total nonsense.
They were trying to get the attention through the old techniques of branding which was Hook. Which was mean get the attention through the colour and the second one was story they wanted to they were also showing they inspired through the sports team.and the last one what they offered to the Public and this is called the branding.
Hahaha red and white separation reminds me of my country flag, red means brave and white means purity heart hahaha someday I would try buying these rare item at supermarket nearby my home, yeah at least once in my lifetime 😁
I personally stopped buying canned foods because their inner linings contained BPA, and some still do. Unless the label says BPA-free or BPA gets banned, I won’t buy it.
the money spent on the redesign will better implemented if they payed tik tok er to dance wilhe eating the soup or invent the soup challenge or whatever stupid thing they are doing there this days.
He literally says design that adds dimension is a relic of the past and then goes on to say how they gave the medalion dimension 😂
Right? Talk about mixed messages
Based on my experience with design consultants, this is not too surprising... 🙄 (No offense intended to my designer friends!)
" flat design " ( lol)
Exactly. I even noticed that before he got to that point. The medallion was flat in the old can and the letters 3-D. Now they are swapped.
The dimension on the logo is a relic of the past. However, the medallion is a symbol of quality and longevity. Adding depth to the medallion makes it look more appealing and easier to see.
Subtle Changes = Small container with same or higher price (Shrinkflation)
I like how they put a picture of the key ingredients on each can. It makes the flavors easy to identify.
Other newer products have been doing that already with easy on the eyes modern graphic designs.
@@ericgeorge7874 I believe he meant to say all the soups tastes the same 😅
i was curious if they would show a chicken on the label...since the tomato is shown pre-processed 🙂
@@flyingcucumber i think he was being literal as their are often 100 plus different campbells soups at any given supermarket
“Dimension is something that is part of a bygone age in design so we removed the drop-shadow from the lettering”
“The medallion wast kept mostly in tact although we added some dimension”
They forgot a hill of salt in the front
XD this is the first thing that came to mind
Seriously, canned soup is so high in sodium.
Even the reduced and the heart healthy soups they have. Have a ton more f salt.
Brands feel like they're dead if they don't redesign their packaging every few years, and I HATE it.
same. & i can’t stand when spotify switches between stars and likes and checks, and moves the buttons generally
I can't believe Campbell's put a picture of chicken on the chicken noodles soup label. I've never seen chicken in there, just noodles & broth!
I think Campbell gets around a hundred gallons of soup per chicken, lol
Talking about can redesigning. Thanks to Campbell's, I am on a diet plan. Up here in Canada I was a regular consumer of Campbell's "Chunky " soups. I could typically pay $2.50 per can, but then it went up to $3.50 per can. I was shocked. But then I also noticed that the can looked different. It was redesigned. I picked up one can and noticed that not only had the price gone up by one dollar, but it now was 515mL, rather than its original 545mL size. So, no more Chunky for me. Thanks Campbell's, for helping me get on a diet.
The drop shadow didn't need to go. The Campbell's Logo was Iconic. They could have made changes on different parts of the can but leave that logo. I loathe when brands "new coke" logos. Younger people aren't buying your soup because of the logo, because trends tilt back and forth for nostalgic fonts and graphic styles. Consumer taste sometimes change and nutrition trends too. Change who you market for, start a YT channel with recipes for cooking with Campbell's for the internet generation. Show them how easy it is but don't make it corny.
Logo's not a big deal. It just shows they still care about their brand is all. But it's right..nobody just drinks soup anymore but those canned soups can add a really nice touch to stew, pasta etc
Only thing I've noticed is that their prices have doubled and tripled where I am. More interested in pretty cans than customers I guess.
The old still looks best
I didn't even notice the updated label. I did notice when I was shopping that it was harder to see which soup I was looking for as they made the print smaller.
Oddly, I nearly skipped buying my weekly supply of Campbell's Chicken Noodle soup because the can looked different and I thought it was an off-brand imitating Campbell's label design.
The lack of drop shadow makes it look like a cheap generic soup label printed on printer paper and reduces contrast on the words. Modernize my foot it just saves on black ink.
Bruh i bursted out laughing when they said Campbells made NFTs ☠
I'm not a fan of the new "Campbells" font without the drop shadow. It looks flat and cheap, kind of generic. The previous font/shadow looked a bit classier.
New one looks like a cheaper version.
Basically the redesign is just a big old oversimplifying logo. Bring back the old design.
Translation: our graphic designer was on vacation, so we just unchecked all the styles on the font.
Forget the can. Redesign the soup inside.
Ex graphic designer here, this was almost a new coke moment. Not worth the bother, not needed.
They didn't add that they have redesigned many times by making it smaller but did not do a marketing campaign for it.
When you have something that is considered iconic, be confident in yourself; you don’t need to change it. The changes to the fonts make the new label look cheap and flat. I immediately caught the hypocrisy that others have noted: The decision to remove the drop shadow from one part of the label and add it to another part. Clearly, the sophomores at the design agency didn’t know what to do, and butchered what people were accustomed to. I don’t like it.
For soup, the last thing I care is the iconic touch and feel. I want real soup with taste instead of salt water.
still have an old can on the shelf as a book stopper. just an iconic design.
Maybe that can will be valuable in a thousand years
Advertising agencies stroking their over-inflated egos.
The label was exactly the reason I wasn’t buying these condensed soups 😂
Same. No matter that I can get better chicken noodle soup elsewhere. The damned label is what put me off.
Jeez. 😁
Campbells also highly influenced AGRICULTURE for pretty much the entire State of New Jersey. There were times when perhaps 80 to 90 percent of farms in New Jersey drew at least part of their cash income by growing crops specifically for Campbells. Likewise, Campbells influenced farm machinery as vegetable crops grown on small acreages had different equipment needs. The Planet Jr. equipment company sold millions of pieces of walk-behind equipment for small farms that grew crops for Campbells.
Nowadays, who knows where they get the majority of their fresh vegetable ingredients??
IMO the 1953 design looks the best.
They can change the design of the can and the messaging all they want. It doesn't depart from the fact that canned soup is a highly processed product. And unhealthy.
IDK, seems like a lot of fluff from marketing designers to justify their existence. I mean it's a decent redesign in that they didn't break anything, but if most people barely register a difference I don't think they'll change their shopping patterns either.
It's giving when the designer did a lot of designs but ended up with the same design with a little change as the customer prefer lol
Today's younger consumers want a meal in can. Some chicken in with the noodles and versatility for adding it to ramen noodles.
This "Chicken Noodle" on the can looks like they forgot to embed the font in the prepress file.
KIA design team: "cowards, they aren't brave enough"
And I had it for lunch today!
Hey, laconic just happened to be one of my remarkable vocabulary words this week. Might get to the place of dropping the words altogether. Except for the "Campbell's," of course.
How much was spent to upgrade to this new subtle look? It will be interesting to see from CPB's 10k next year to see if these changes were worth the money.
Doubt that the expense would be enough to be "material" or show up in a footnote. Some sharp analyst may elaborate on it, however ...
Too much noise too little signal
What?? You're saying they didn't just change the design on a whim one weekend evening and expected it all to just work out??
Progresso is the better canned soup, bigger chunks and bits of ingredients in them.
campbell also have been breaking prices for wsj when asked about discounts
Can’t believe Wall Street did a whole article on this
I think it’s a great redesign! Thank you for sharing this.
This is the first video from WSJ which did not make any sense to me, the font is not all that different.
Even the new one feels like nostalgia somehow.
more concerned with the fact over the years they ruined the taste of the Chicken Soup
Just make decent soup. How many millions to write off to change the font
3 or forth ingredient in large can of large Cambels chicken noodles soup is Niacin is good for kicking addiction or cold.
A simpler, more modern look to the logo. Is this 1970 all over again?
Huh? People would only notice in direct comparison. How is that a risk? Why even change the design? Looks like somebody was paid for a re-design and got a ton of vetos from the bosses, resulting in slight changes to make it a bit more modern.
Even changing the kid on the Kinder chocolate bar was a more dramatic change in design
I'm 35 and have never bought a single can of tomato soup, what's the point of buying tomato sauce when you can buy soup that actually has something in it like ramen and spaghettios?
Design is subjective. Losing the link between the letters weakens the logo strength, the more interspace, the loose it becomes. As a Graphic Designer for 30 years, I'll do it different. But hey, the studio sold that one to Campbell's, so be it.
Love Campbell's soup"You Simply Must Taste It". oh that's the Progresso's soup I love, never mind. LOL
Well i did not even notice the change until this video
They change it so they can bring it back with a classic look
This is a step in the wrong direction. You need drop shadow for depth
Canadian Campbell's has had pictures of a bowl of prepared soup on the label for as long as I can remember. 😋
Okay okay,but what does this have to do with the price of figs?..
Yeah let's talk about that!
Meanwhile the soup cans everywhere across the world was redesigned decades ago
Literally never would have noticed this...
I seem to dislike it.
Safe to say the rebrand looks significantly worse. They mostly just stripped some of the character away and made it look more generic. The idea that a drop shadow or joined up text are relics of design is total nonsense.
I don't think this goes far enough at all. It's very subtle. But I assume they did their research
Advertisement sponsored by Campbells
Honestly think this rebrand strips the can of it's heritage and unique identity. It's 'bland-ing' yet again
They were trying to get the attention through the old techniques of branding which was Hook. Which was mean get the attention through the colour and the second one was story they wanted to they were also showing they inspired through the sports team.and the last one what they offered to the Public and this is called the branding.
This is so cool!
overall I like it but the photos look really cheap, almost like clip art. Also the "e" looks wrong, like a backwards 3
As a young consumer they’re just not filling
What if they spent all of that money and resources changing superficial garbage and gave consumers more product instead?
That’s not capitalism at work tho
Drop Shadows improve readability.
Firefox logo moment
Hearing soup can and cooking and home in a sentence sounds so American. Heating up pre made food isn’t cooking 😂
I like the old look.
how much sodium
Hahaha red and white separation reminds me of my country flag, red means brave and white means purity heart hahaha someday I would try buying these rare item at supermarket nearby my home, yeah at least once in my lifetime 😁
Do Campbell's soups include *GMOs?*
Hopefully, puts hairs on your chest
How will people know what to do with it..can't really put it on a 🍔
The image of the ingredients looks stupid and cheapens it.
Does this mean my Andy Warhol paintings are out of fashion? Anyone want them?
I personally stopped buying canned foods because their inner linings contained BPA, and some still do. Unless the label says BPA-free or BPA gets banned, I won’t buy it.
What a waste of money.
Wish they would redesign/reinvent there Spaghetti Soup.🍝 Cause that what it is Noodles in Tomato Soup.
good soup
People actually eat those? Why not prepare from fresh ingredients?
A lot of people can't afford the cost of fresh ingredients anymore
So yeah minimalistic means modern,
Everybody knows what happened to the fox in the browser icon.
I don’t think this is gonna affect my life very much
🤦♀️ they lie then believe their own lie🤦♀️
That's (pretty) cool.(!)
IDRK as long as it’s the same stuff. 🤪👍😁
Intersting
Tomatoes and
What the heck they are using bioengineered ingredients in the soup. Freaking baloney
Looks basic & cheap like a store brand.
Every logo getting more boring
the money spent on the redesign will better implemented if they payed tik tok er to dance wilhe eating the soup or invent the soup challenge or whatever stupid thing they are doing there this days.
Quality? Lol the worst soup. Try Progresso
They go small I don’t buy
It's awful. Hardly qualifies as soup. I don't care what the label looks like.
Avoid SpaghettiO's. I uploaded twi videos on today's date regarding these products.
That's just a base like the "cream of" series... Cream of O's. You'll need to add all your own healthy other stuff but that's basically a given.