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Eagle-eyed customers will notice that the famous red and white design remains, but the Campbell logo receives a “modernized logo script,” which includes shadow removal and a slightly modified font based on the original signature. of founder Joseph Campbell.
Other changes include the word “soup” printed in a new font, as well as a slanted “O” as a nod to the brand’s original label from 1898. Additionally, the “C” in the Campbell’s redesigned signature is used in the fleur-de-lis next to the word soup. Varieties receiving the redesigned labels include tomato, cream of chicken, cream of mushroom and chicken noodles. The redesigned cans are currently rolling out on store shelves.
The changes “still evoke the same feeling of comfort, kindness and Americana” as its predecessor, Campbell Soup Company (CPB) said in a statement. The soup maker said it hopes to “reimagine” the brand for a new generation of customers who are increasingly cooking at home due to the pandemic.
To celebrate the launch, Campbell’s is selling its very first non-fungible (NFT) token of the new label starting Tuesday at 5:30 p.m. ET, with the proceeds going to Feeding America. The brand enlisted artist and street-style illustrator Sophia Chang to create an NFT that is a “tribute to Campbell’s continuing evolution exemplified by the iconic designs she has produced over the years.”
Sales of Campbell’s soups exploded last year as people took shelter in place due to the pandemic. However, this year has not been so profitable due to rising supply chain costs and inflation. The company announced in June that it would increase the prices it charges retailers and other customers by about 5% on average later this year.
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