CAMPBELL’S / PACE ORGANIC SALSA

Campbell’s came to BAKER to develop a new offering of Pace Organic Salsa to counter small-batch mom-and-pop brands. Freeing the label of clutter, we created a design that is as simple as the ingredients inside the jar and gritty enough to reflect the brand’s rebellious cowboy persona. The simplicity of the label adds appetite appeal by allowing the vibrant red salsa to shine.

The design was so successful, it helped Campbell’s sell the product into Sam’s Club, and eventually into retail.