Context
The fresh-soup market in Germany is currently made up of small regional players. Erasco (a Continental Foods brand), the market leader in canned soups and stews, is hoping to launch the first national brand of fresh soups.
Challenge
How to break into Germany’s fresh-soup market and develop it using a traditionally canned-soup brand?
our answer
_ Develop a more natural and organic image for Erasco by combining visuals of fresh ingredients, natural textures, and handwritten typography.
_ Create a new identity inspired by homemade cups of to-go soup currently sold in cups protected by Kraft paper to avoid getting burned.