What’s undisputed is that the brands generate staggering amounts of packaged products. Claiming to control 69% of the U.S. market for its cornerstone product, wet soups, Campbell sells almost three For the package design team, this volume creates what John W. Faulkner, director, brand communications, calls an “incredibly complex” array of thousands of SKUs, each with a brand image to be upheld and, as consumer needs dictate, modified to better suit its market.
