Rebrand for Crosse & Blackwell Celebrates the Perfect Partnership

Rebrand for Crosse & Blackwell Celebrates the Perfect Partnership / World Brand Design Society

BrandOpus - Crosse and Blackwell Re Brand

Global branding agency BrandOpus has been working with Crosse & Blackwell to launch a new brand identity to challenge perceptions in the established tinned soup category. 

For 200 years Crosse & Blackwell have been combining culinary talent with quality grown produce, yet this incredible heritage was relatively unknown to many of their consumers. Even though all Crosse & Blackwell’s key ingredients are British sourced, we needed to better communicate their provenance in order to connect more meaningfully with consumers and reignite excitement for the brand with trade. In an aisle dominated by big brand stalwarts we needed to re-establish Crosse & Blackwell, generating reappraisal by cutting through and driving impact on shelf.  

Crosse & Blackwell isn’t your average tinned soup. We took it back to where it all started for the brand; a partnership between farmer & chef. Driven by a shared desire to serve the finest food possible with culinary flare we wanted to celebrate the spirit of cooperation and collaboration that is still central to Crosse & Blackwell but in a fresh, contemporary way. The new identity celebrates the brand’s collaborative heritage and commitment to sourcing the best of British produce from field to bowl.  

Kate Jones, Design Director at BrandOpus says “We have embraced the opportunity to create a distinctive and compelling rebrand for Crosse & Blackwell that will reinvigorate the brand as a challenger to the mainstream domination of the category. Delving into Crosse & Blackwell’s heritage has unearthed the inspiration for a narrative and identity that will establish relevance and differentiation in a category ripe for reappraisal.”

Rebrand for Crosse & Blackwell Celebrates the Perfect Partnership / World Brand Design Society
Rebrand for Crosse & Blackwell Celebrates the Perfect Partnership / World Brand Design Society
Rebrand for Crosse & Blackwell Celebrates the Perfect Partnership / World Brand Design Society

Design Agency Name: BrandOpus
Article Title: Rebrand for Crosse & Blackwell Celebrates the Perfect Partnership
Brand / Project Name: Crosse and Blackwell Re Brand
Project Type: Consumer Brand Redesign
Strategic Deliverables: Consumer Brand Strategy, Consumer Product Naming, Consumer Tone of Voice, Consumer Brand World
Design Deliverables: Consumer Brand Identity, Consumer Rebranding, Consumer Graphic Packaging Design, Consumer Structural Packaging Design, Consumer Brand Guidelines
Location: United Kingdom
Market Country: United Kingdom
Market Region: Europe
Project Type: Agency Commercial, Published
Project Category: Cupboard Food
Consumer Packaging Format: Can
Consumer Substrate / Material: Metal