Campbell’s Chicken Alphabet Soup Packaging
Date
Credits
Format
- Packaging 321
Type of Work
- Archive 158
Techniques
- lithography 126
- printing 424
Industrialization in the 1900’s gave way to the creation of mass media and mass production of goods, specifically food labels. In particular, Campbell's soup can labels became a staple within middle class households as they were fairly inexpensive and, as advertised, came in varieties of flavors. These kinds of goods were targeted to working families who needed a “quick dinner” or a remedy if someone was sick. Using tactics such as print ads, campaigns and TV commercials, Campbell’s and many other food companies gained lots of popularity during this rise in industrialization.
With the development of technological advances, lithographic printing techniques were used to print mass labels and advertising for food products. Transferring ink from a surface to an area with paper allowed for quick and consistent designs. This allowed for labels and logos to take off and gain traction to the public, the name Campell’s soon became a staple within households.
Nowadays, these Campbell's cans still contain their red, white and gold elements. Staying true to their original branding with a script title and a more minimal typeface for the body text. Flexography (a flexible relief plate) techniques are used for printing these labels now, where the material of the label is now a plastic instead of the original paper.
[Contextual information provided by: https://sirismm.si.edu/EADpdfs/NMAH.AC.0367.pdf and https://www.campbellsoup.co.uk/blog/campbells-soup-can-design/ ]
