Having been de-listed from major supermarkets due to confused positioning, the owners of Glorious! Soups needed to overhaul it’s fmcg brand identity and packaging, focussing on the experiential rather than the previous worthy positioning, and making the most of its authentic and adventurous mix of global ingredients and flavours.
Inspired by the global diversity of recipes, each product was given its own identity based on exotic locations around the world. The designs used bespoke lettering, creating the ‘A-Z of global flavours’, giving the fmcg brand it’s own visual language. We also art-directed their website and mobile tasting van ‘Gloria’.
The result was 139% year-on-year growth, and market share almost doubled.