Delhaize Soups

The brief was to bring the main ingredient to life, preferably through the use of photo-realistic imagery, while adding a subtle touch of humour before serving. The romantic image of the waiter’s hands conveys positive associations of good service and quality. The restrained black-and-white photography helps to visually unify the entire range and is complemented by the use of simple, bold typography to balance the design.

The scale of the ingredients, shown in colour, is deliberately exaggerated in relation to the plate to emphasise the high natural vegetable content of the soups when compared with competing products. This play with proportion, combined with the waiter concept, adds a light-hearted sense of humour.

Bon appétit!