Someone might need to update Andy Warhol’s "Campbell’s Soup Cans."
The iconic labels on the flagship product of Campbell Soup Co. are getting their first redesign in five decades.
The famed red-and-white iconography will remain, but the Campbell’s logo is receiving a "modernized logo scripture." As part of this change, Campbell’s is eliminating the shadow and slightly changing its font, which is based on founder Joseph A. Campbell’s signature.
"The refreshed label still evokes the same sense of comfort, goodness and Americana," the company said in a statement.
Other changes to the design include the word "soup" printed in a new font. Campbell’s fans can also pick out subtler elements, such as a more pronounced C in the fleurs-de-lis and a slanted O in the word "soup" — which pay tribute to the letters from the first label, made in 1898. Tomato, cream of chicken, cream of mushroom and chicken noodle will receive the redesigned labels, which are currently rolling out to stores.
"We’ve been on a journey to reimagine this iconic brand and appeal to new generations of consumers who are cooking at home more than ever, while still honoring our rich history," said Linda Lee, chief marketing officer for meals and beverages at Campbell, in a statement.
The brand tweeted, "New label, same M’m! M’m! Good! taste you know and love … Look for our new design on shelves & online!"
In celebration of a new label design, Campbell’s is dropping its first-ever nonfungible token Tuesday at 5:30 p.m. Eastern. Street-style artist and illustrator Sophia Chang was brought on to create a 100-piece series and an exclusive animated work to fight food insecurity with all proceeds benefitting Feeding America. The brand will also work with livestream and shopping platform Ntwrk and climate organization Aerial to offset the NFT’s carbon footprint.
Chang, who is from Queens, was selected due to her "storytelling approach to her art and passion to empower communities." Her NFT is a tribute to the company’s continued evolution, as shown through its shifting designs over the years.
"Some of the most famous pop art ever created was inspired by the Campbell’s red-and-white can — the design is as much a staple of the grocery aisle as it is American culture," said Chang in the release. "As a visual storyteller, I always am looking for new ways to express creativity. I wanted to hero the beloved label with keywords that connect to the brand for me, while including a photo-real element of the fresh label to celebrate the new design."
The canned-soup giant reported a 15% surge in quarterly net sales in June 2020, thanks to consumers stockpiling shelf-stable foods amid the pandemic. Customers snapped up Campbell’s items so fast that quarter that the company struggled to keep up with demand, according to CEO Mark Clouse. But this March, the company warned of slowing sales as the COVID-19 crisis waned.
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