PackagingNews

The ‘Skinny’ pack design features a bright green theme and low fat markers on the gable of cartons, and also makes use of illustration for featured ingredients.

Pure’s founder and creative director David Rogers said the finished packaging had met the design objectives.

“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.”