Designed by Pure, United Kingdom.


Nottingham-based brand & packaging agency Pure has designed the packaging for a range of skinny soups launched by the New Covent Garden Soup Company, their first venture into great tasting, healthy option, wholesome soups targeting health and weight conscious consumers.

The products combine New Covent Garden Soup Co’s trademark of fresh, tasty ingredients and interesting flavour combinations with the appeal of less than 2% fat, ‘all green traffic lights’ and the advantage that each carton contributes 2 portions of consumers 5-a-day.

Pure’s design retains the core characteristics of New Covent Garden Soup Co branding. With this new sub-range packaged in bright green for instant standout, and low fat markers on the gable of cartons to ensure their prominence when displayed in chiller wells. Typically New Covent Garden Co, the design also makes good use of illustration for featured ingredients with the brands now iconic ‘veg’ box prominent on pack.

Pure’s founder and creative director David Rogers is delighted with the way the finished design meets the objectives given to him by the UK’s best-selling fresh soup brand, “The New Covent Garden Soup Co has built a reputation for tasty, flavour packed soups and it was important to communicate reduced fat and ‘all green traffic lights’ without the sense of compromising on flavour.

“The illustrated scales on pack go along way towards that, balancing the message of a light soup with full flavoured ingredients and clearly weighing out the two portions of veg for consumers.”

New Covent Garden Soup Co Skinny soups launched in chiller cabinets across the country on 1st October.

via Packaging of the World – Creative Package Design Gallery