Visited Sidney’s farmers market earlier this summer with a bad cold, bought some soups from Mitchell’s Soup Co’s stand to help. Longer story short, took them (a Mexican Tortilla Soup, apple curry couscous, and a Quinoa Pudding) home to make and was blown away. A remarkable product which could use some more advanced visual branding. Turns out the company’s owner was thinking the same thing and was receptive to my suggestions. We met to discuss his target markets, their aesthetics and values as well as his product’s appeal (unique selling proposition). I then presented him with 6 logo concepts, as seen here.
Option 1 is the one to develop, but here’s the rationale behind the others:
1. A product to proudly serve your family. Nourishing and elegant with exciting, natural and fragrant ingredients. Delicately flavourful.
2. Simplicity and Quality, Mithcell’s soups are great economical products. Local, healthy, artisan pride. These iconic ingredients shown here are inclusive of Mitchell’s whole product line.
3. Freshness, health and excitement spilling out of bowl, matched with style of typography (leaf shapes are reflected in letterforms). Reminder of a more wholesome time. Retro contemporary i.e. 60′s to 70′s chic without being plastic or tired.
4. Food so good, you’ll want to share the news’. West coast imagery, local fresh foods, playful but sophisticated in execution.
5. Quality originated here. Simple thoughtful tastes, weathered circle shape with simple icons and a classic font symbolizes heritage, homegrown, simplicity and quality. An approachable product with grassroots origins.
6. Traditional woodfired cooking methods. Products are simple, hearty and nourishing. Slow food movement connotations. Comfort food, healthy, homemade, local, artisan, rustic, and grassroots are all key words that could be used to describe this one.
Maggie, these are great! I love your illustrative style.
Thanks Wendy!!
Where can I buy more of this soup????? I alos bought some at the sidney market!
Brenda, Check out the indoor market in Sidney– I think every second Wednesday starting at the end of September.
can you put me in touch with mitchell’s soup–a recommendation from my customer
i’d certainly like to put this on the shelf
Helen
Food Manager
Further to Brenda, and anyone else who is looking for a location in or around Victoria, to buy more of this soup mix: I just received a reply to an email I sent them — they plan to be at the “Out of Hand” fair this weekend (the 21/22 in Victoria, then in Qualicum for Kris Kringle Nov 26-29, then Saanich for “Touch of Saltspring” Dec. 5/6. Hope this helps — I’ll be at one of the Victoria area fairs for sure to stock up!
Sorry, Margaret Hanson — this has sort of become a Mitchell’s Soup Co. fan page rather than commenting about your designs. I like all the designs you show for them, but I really think the right one was finally chosen! Good job … if I were starting out, or looking to grow our business, I’d be asking you to design a logo for us. As it is, we’re past normal retirement age and beginning to wind down
I just made their Mulligatanwy soup. Oh my, it’s wonderful. Wish we could buy them on line or at a local store. Fabulous smell.
Great mock ups! You’ve approached it the right way…many people think logo design is 100% about the company, but it’s really about the target audience.
[...] Last summer I was drawn in by Mitchell’s Soup Co.’s products. I loved them so much I opened a dialogue with the owner, Jamie about his branding and how it could be improved. Meeting at a coffee shop in Sidney, we had an invigorating discussion about branding, marketing, approach and business. This led to a number of visual identity concepts (which can be viewed here, on my blog) [...]