The old design (left) alongside the soup can’s new design (right)
Campbell Soup Company
Campbell’s has redesigned its iconic soup can for the first time in 50 years.
The distinguishable red-and-white iconography – depicted in artwork by Andy Warhol – has been kept, but the company has updated the logo with “modernized logo scripture.”
It means the font – based on the signature of founder Joseph A. Campbell – has been tweaked and the shading has been removed completely.
Further elements of the new design include the introduction of the Campbell’s ‘C’ in the fleur de lis (the pattern at the bottom of the can), as well as a new slanted ‘O’ in the word ‘soup’, in tribute to the letters from the first red and white label in 1898.
The old design that we have recognised over the past five decadesGetty Images
In a statement, the company said: “The refreshed label still evokes the same sense of comfort, goodness and Americana.
“We’ve been on a journey to reimagine this iconic brand and appeal to new generations of consumers who are cooking at home more than ever, while still honoring our rich history,” says Linda Lee, Chief Marketing Officer, Meals & Beverages, Campbell Soup Company.
This brand-new design will be included on all of their soups – tomato, cream of chicken, cream of mushroom and chicken noodle.
Campbell’s shared the news on Twitter and wrote: “New label, same M’m! M’m! Good!® taste you know and love. Look for our new design on shelves & online!”
New label, same M'm! M'm! Good!® taste you know and love.❤️Look for our new design on shelves & online!