The soup aisle is looking even brighter these days. Introducing the new look of Campbell’s Well Yes!

We sat down with the Creative Director for Meals & Beverages, EJ Choi, and Brand Manager, Mary Pat Wixted, to learn about the redesign of the brand’s labels.

Why did the team decide to update the Campbell’s Well Yes! look?

Mary Pat: We saw an opportunity to redesign the labels to convey the energy and excitement the brand represents. Campbell’s Well Yes! celebrates the delicious, real ingredients that go into each can, sipping soup, and POWER soup bowl, and we thought we could make it even easier for people to find their favorites on shelves.

What went into creating the new look?

EJ: We’ve been redesigning all of our soup brands to give them a more modern look to attract younger generations.

The new look features a simple design which makes it even easier to find the soup you want on store shelves. My favorite part is the bright colors we use and how it conveys a fun personality! Take a closer look:

What was the reaction to the new labels?

Mary Pat: The new design is more recognizable and preferred by soup shoppers. It’s well-liked and seen as unique on store shelves.

I love to learn what people think of our hard work—it’s one of the most rewarding parts of my job!

Here are a few highlights from our focus groups:

• All of these products sound delicious! I think the packaging is unique and inviting.
• The logo and the color scheme are very original, and the descriptions of the flavors are very tempting.
• The packaging is eye-catching, and the benefits are transparent.

What was your favorite part of this project?

EJ: The creative freedom! We wanted to make big changes, so the design process was really fun. I got to experiment with different typefaces and colors before we landed on our final design.

As the Brand Manager for all our ready-to-serve soups, you’ve tried a lot of soup! What’s your Campbell’s Well Yes! favorite?

Mary Pat: My all-time favorite is Campbell’s Well Yes! Italian Style Wedding soup. And I love the Campbell’s Well Yes! Spiced Chickpea POWER Bowl, too—I keep a stash at my desk for quick, filling lunches.