Problem Statement
Campbell's struggles to connect with younger, health-conscious consumers who prioritize convenience, freshness, and modern food options.
Vita
Savory Vegetable Smoothie
Campbell's, a beloved brand with a rich history, faces the challenge of connecting with younger, health-conscious consumers in today's fast-paced world. This project set out to reimagine the brand through fresh ideas that resonate with modern lifestyles.
The journey led to the creation of savory smoothies—a bold rebranding that transforms Campbell's legacy of flavor into a healthy, convenient product line. Designed for younger audiences, these smoothies offer a modern twist on tradition, making Campbell's relevant and exciting once again.
Keywords
- Rebranding
- User Research
- Market Research
- Packaging
- Physical Model Making
- Photography
My Role
Independent Design
Year
2024
[
Challenge
]
[
Research
]
User Research
I conducted an online survey among fellow students aged 20-35 to understand their quick meal preferences and perceptions of Campbell's. The findings revealed that younger consumers view Campbell's as less healthy, less relevant, and less convenient for quick meals.
Unhealthy
Perceived as higher in sodium and less fresh compared to current health-focused options.
Inconvenient
Seen as less suited for quick, on-the-go consumption due to preparation requirements.
Irrelevant
Seen as an outdated brand that belongs to an older generation and ranked low in America's Best Loved Brands among younger consumers.
Market Research
- Market Position: Still leads canned soup but faces rising competition.
- Direct Competitors: Progresso, Amy's Kitchen, Pacific Foods.
- Indirect Competitors: Instant noodles, frozen meals, prepped fresh options.
- Opportunity: A gap exists in the $4–$6 range for health-conscious, convenient foods.
Personas
[
Ideation
]
Ideation Sketch
I used techniques like Crazy 8's and SCAMPER to quickly generate diverse ideas and explore innovative solutions. I explored multiple options for a new product line as well as online and offline marketing campaigns, aiming to identify a solution that is both innovative and practical.
Initial Concepts
Savory Vegi Smoothie
A healthy, savory smoothie made with fresh ingredients, designed to be stored in the fridge for convenient, on-the-go consumption.
Outdoor Meal Pouch
A portable, nutritious meal pouch tailored for active and energetic individuals, offering convenience and quick nourishment.
Art Campaign
A social media campaign paying homage to Andy Warhol, combining Campbell's iconic branding with a modern artistic twist.
Why Savory Smoothie?
- No added sugar for a healthier alternative;
- Fresh and nutritious ingredients for better health benefits;
- Leverages Campbell's existing production capacity, allowing quick transitions;
- Niche market for savory taste, with no major brands offering this product line;
- Convenient, Trendy
[
Prototyping
]
Logo and Label Redesign
In redesigning Campbell's logo, I focused on balancing heritage and modernity—refining its iconic font to maintain trust and recognition while signaling a fresh start. For the color palette and label design, I emphasized freshness, health, and energy, crafting a visual identity that resonates with younger, health-conscious consumers. Every choice reflected the goal of making Campbell's both relevant and exciting for a new generation.
[
Final Design
]
[
Reflections
]
Vita Savory Smoothie is a rebranding project that balances strategy with creativity. First, I learned that a strong strategy is the foundation of thoughtful design. A deep understanding of user needs, market competition, and business constraints enables a holistic approach that leads to meaningful solutions. Second, I realized that rebranding is more than a visual refresh—it's storytelling. Bridging the past and future in a fresh, meaningful way requires every design detail—from message and typography to color palette and imagery—to work together in shaping a cohesive narrative. This project deepened my understanding of design as a business strategy, not justs product or visual creation—a perspective that will continue to shape my approach.
