In close collaboration with BBDO New York, Campbell’s was given it’s first brand overhaul in years, starting with the redesign of the ever-important tagline.

Art Direction: Toygar Bazarkaya

Perfectly Imperfect

To help reinvigorate Campbell’s identity, a sense of humanity was injected, not only into the refocused brand concept, but into the tagline lettering as well.

Prior to the final stage, each letter was carefully analyzed, crafted, edited, and arranged, only to be destroyed and executed with a spontaneity that only life could provide.