Baxters is a solid, well-run company with an unassailable position in the tinned soup market.

This sort of dominance is normally a good thing: the problem comes with the perception of tinned products. How can you achieve a higher price point when consumers perceive your products as low-cost, store-cupboard staples?

Deli Soups was designed to address this challenge, with high-quality ingredients and carefully crafted, contemporary recipes. Our design breaks away from the usual by focusing the raw ingredients in a kitchen setting, with the finished bowl shot from above, making a bold arc in the lower corner. This brings the visual language of fresh soup to the tinned aisle.

Deli-Inspired Soups successfully retail for 50% more than the standard range.


  • - concept
  • - design
  • - photography / art direction
  • - artwork