Following the structural decline of soup in the ambient aisle and a change in food trends, Liebig, the market leader wanted to change the visual identity of its signature PUR SOUP’ brand. Liebig was looking to give its range a more natural-oriented image while reworking the recipes in order to harness the best taste that vegetables have to offer.
How can we align with new consumer trends and illustrate the natural aspect of the product while maintaining brand identity and its impact on the shelf ? How can we add value to the Pur Soup’ range and the brand’s commitments to attract new consumers?
_ Bring a more natural image to the brand by reworking the foliage on the packs and add a softer more natural lighting.
_Promote the brand’s commitments using a billboard that lists each one as well as the fact that products are made in France.