CAMPBELL'S
ROYCO CREATIONS

WHAT WE DID

Category audit Brand identity Packaging design

CHALLENGE

Present in the Belgium retail with a wide range of single-portions instant soup packagings, Royco needed to dynamize its brand through innovation (current users are predominantly senior citizens). The main objective of the new concept launch: recrute new consumers in the instant dry soup category and take away barriers by offering a product with a superior product quality (rich and unctuous texture) and a specific consumer benefit: “dose as you please.” The challenge for this subrange was to keep the Royco brand character and visual equities, while evolving into a more premium proposition for younger consumers.

INSIGHT

Consumers identify Royco as a “healthy”, but mainly basic and convenient snacking product. Till now, Royco did not exploit the idea of offering consumers an instant soup; edging towards the intrinsic product qualities (taste and texture) of a “real” soup.

SOLUTION

We created sleeved jar for full exposure with sober graphics focusing on accessible premiumness, highlighting the “real” soup credentials (vegetables, naturality, taste and comfort) and putting forward the convenient dosage aspect of the product. The use of black color stands for superior quality and adds a modern touch, in contrast with the red color (main Royco visual equity), which heroes the vegetables and ultimately the soup. The blur effect reinforces the creamy aspect of the soup and pictograms clearly explain the serving portion concept.