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The evolution of an Aussie legend

At the ripe old age of 90, Campbells is almost an institution in the wholesaling space. So when we were asked to create an entirely new look and feel for what is essentially a heritage brand, we knew the job required a deeper level of insight into the past, present and future of this Aussie icon. 


Ignoring the temptation to throw the baby out with the bathwater, our design exploration revealed the opportunity to leverage strengths within the brand to inform a bolder, more contemporary and dynamic look and feel, with a suite of design assets that suggested speed and efficiency. 


We viewed the Campbells stores themselves as a strong brand asset, and by creating a cleaner, more single-minded design they now have an instantly recognisable, iconic physical presence.


“Redesigning a brand that is much loved by generations of loyal customers is no easy task, so the fact that the Whippet team showed a huge respect for our history while they steered us towards a total design relaunch made the entire process an absolute pleasure. This job had many moving parts, but their very obvious expertise at bringing a cohesive brand story come to life in every iteration was inspiring to be part of.”




The project covered


Brand strategy | Visual identity | Brand guidelines | Asset creation | Store design | POS 

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