Campbell’s, the famous tomato soup brand, rebranded a few weeks ago with the help of Turner Duckworth (not that you should care, you will never be able to afford them).

There hasn’t been much fanfare, but for once, it seems that the design community agrees: the brand refresh was a job well done!

I get suspicious when everybody agrees. We can never agree on anything, so I can’t help but wonder, what’s different this time?

And the answer is: very little.

In fact, you may drink (eat?) Campbell’s soup every day and yet fail to notice the new can design.

It doesn't matter if you work in an industry at the cutting edge of creativity and innovation, we’re all people, and we all like as little change as possible.