Cambells Soup recently changed their name to Campbells to reflect their broader product offerings. As part of the rebrand, Campbells updated the Campbell Soup labels, increasing the accessibility of the labels.
Campbell's made the following changes to their soup labels:
- Removed the drop shadow around the Campbell's logo.
- Increased the letter spacing in the word "Campbell's."
- Added a more three-dimensional feeling to the medallion.
- Made the trademark logo smaller.
- Changed the word "Soup" from a serif to a sans-serif typeface.
- Moved the word "Condensed" to a less prominent location.
- Added ingredient-specific graphics.
These changes were aimed at improving accessibility and readability for everyone. The result was an increase in sales.
An image of a can of Cambell's Tomato soup next to a bowl of the soup and a grilled cheese sandwich.
Accessibility is often considered to be digital accessibility, however, accessibility in product packaging helps increase the reach of your product and in the case of Cambell's this was reflected in increased sales. Note that none of the changes are costly or increase the production cost. So if you are working with products and services, be sure to ask how you are ensuring your product or service is accessible to everyone, if not, start the journey and reap the business benefits.
When most people hear “accessibility,” they think of websites, mobile apps, and digital platforms. But accessibility isn’t just a tech issue—it applies everywhere. Packaging, physical products, store layouts, marketing materials, and even something as simple as a soup can label can be designed to be more accessible.
https://buttondown.com/access-ability/archive/accessibility-is-mmm-mmm-good-the-campbells-soup/
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