New Covent Garden Soup

by Gina Angie on 06/11/2012 | 2 Minute Read

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"This unique soup range features a layer of fresh vegetables, separated from the soup by a tray, which are cooked by the soup’s steam as it is heated.

Reach was briefed to reflect the soup’s key features of freshness and the steaming of vegetables, whilst ensuring that the identity fitted into the existing New Covent Garden Soup range. The design also needed to communicate the product’s premium offering through an engaging and desirable look and feel. 

Mark Rylands, Head of Design at Reach, says: "The product visibility was always going to deliver taste and freshness, the creative challenge was to visually communicate the unique product proposition in a way that was a nod back to the New Covent Garden brand. By using a screen print effect the design also conveyed the quality, care and attention that goes into the creation of every bowl."

Nigel Parrott, Group Marketing Director at Hain Daniels, says: “The challenge was to get the consumer to understand the product’s key feature of steaming the vegetables with the soup. Reach has done an excellent job of communicating this feature as well as making it look fresh, nutritious and within the New Covent Garden brand guidelines. Reach helped us achieve our goal to create a fresh, adventurous meal option, reinforcing our position as the innovator of fresh soup.”

Reach is a visual brand strategy consultancy with a unique approach to brand positioning, NPD, innovation, creative strategy and brand design. Reach has a long-standing relationship with Hain Daniels. Other clients include Reckitt Benckiser, Omega Pharma, Wickes, Speedo, Ella’s Kitchen and Allied Bakeries."

Designed by Reach

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