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Expertise in the kitchen

We created a range of luxury soups for Baxters that highlighted their unique luxury ingredients.

All tinned soups showed product photography and all soup looks the same. Firstly we placed Baxters back in its roots with a highland scene mountain range as the background architecture. We then commisioned an illustrator to create a set of iconic hallmark illustrations of the ingredients.


By using metallic print we added to the hallmark theme where each icon interacts with the landscape. The silver also gave the range a chef professional look and feel.

We also introduced a high end restaurant tone of voice to the product descriptors which replaced the need for food photography by tempting consumers just as well as a written menu would.