Packaging Design | Visual Language | Guidelines | Campaign

Crosse & Blackwell & all about flavour

Crosse & Blackwell has an amazingly rich history and bags of latent equity. But let’s face it, when people think of soup they don’t automatically think C&B. As number 3 in the market, we needed to be big and bold in standing up for what we and thousands of soup lovers knew already – that Crosse & Blackwell soups deliver more flavour.

We spent time looking at the history and various iterations of the brand. A great place to start. We were struck by a beautiful confidence and passion that appeared to have been watered down over the years. As ‘Original Soup Experts’ who have always pioneered new flavours, we looked to bring some real punch back to the brand.

A single-minded strategy which gave a nod to the foundations of the brand, when a farmer and chef came together to create soup greatness. The design is bold and bright with a strong brand identity that acts as a beacon for the pack.

A crafted identity allows the ampersand to be used as a creative vehicle off-pack to communicate key benefits. The other key pack elements include a vibrant colour palette and strong ingredient photography to reinforce the brand’s passion for real ingredients.

The new brand design hit shelves for the 2024 soup season supported by strong in-store activations and digital advertising focussed on landing key product attributes and benefits. Get your crusty roll at the ready.

“Honey brought real vision and bold thinking to tackling the Crosse & Blackwell rebrand. They showed bags of creativity but also real commercial aptitude and smartness. The feedback from consumers and the trade has been amazingly positive. Big thanks Honey team.”

Jeremy Gibson, Princes Marketing Director