Connoisseurs of soup packaging will notice the redesign sees a return to the brand’s roots. Pure’s owner and Creative Director David Rogers explains:
“Glorious was ground-breaking in terms of design built around single letters as focal points on packs, an approach that was completely unique and gave the brand a ‘standalone’ appearance on shelf. Some of the elements that characterised the brand at launch had become confused so we revisited the original thinking that made Glorious glorious because it was right for the brand.”
The new designs are once again built around illustrated letters against a mono-colour backdrop. Each letter has been brought to life with refreshing new illustrations created by Pure to epitomise the sights and atmosphere associated with a location.
Commercial Director for TSC Foods, Debbie Bower, was delighted with the new packaging saying, “The detail in the beautiful and bold illustrations really brings the products to life and has given the brand far greater impact on shelf. This, along with the simplified pack hierarchy, has brought clarity and made Glorious so much easier to shop.”