Campbell's Foodservice
Goal: Combat declining perception of relevance and product-line awareness, despite Campbell's valued and nostalgic brand name.
Role: Design, Development
Overview
Through Marriner's Clarity Capture℠ process, our team united the Campbell’s Foodservice sub-brands by reigniting the company’s century-old founding principle of democratizing real food. We encapsulated that philosophy through the brand promise: Made to Serve®.
For more than a century, Campbell's Foodservice has been bringing real, delicious, and nutritious foods to the many. We wrote a brand story that connected their past with their present, resulting in strengthened awareness and loyalty.
Contribution
The visual identity we developed featured food at the forefront of all designs. The hands brought in humanity, and the tone was meant to capture humility and empathy. In addition to print advertisements, I worked to design and develop business cards, email signatures, email marketing announcements and newsletters, landing pages, and interactive tools.
To support operators specifically, we developed a tool to help them build and optimize their menus.
The business cards we developed used the rounded shape of the can, but in a new, evolved way. The visuals broke through the clutter of standard business cards and communicated Campbells' commitment to good food.
We supported the launch of their reinvented chilis, the first clean-label product release, through print ads, retail signage, digital ads, a landing page, and an interactive regionalization tool.
Roles
- Visual Designer
- Front-end Developer
Deliverables
Visual Design:
- High-fidelity design flats
- Wireframing
Development:
- HTML5/CSS Ad Animation
- Responsive development
- Device and browser testing
- Email marketing development
Specifications
Duration: Duration of employment
Tools:
- Photoshop
- Illustrator
- Dreamweaver