Designers Jill Coull and Dave Sandstedt, had a large project on their hands. They were given the task of revamping the way that their client, Kettle Cuisine, presented its entire soup line at the retail level. Many ideas were considered, but in the end, a series of wood fabricated signs were produced. Of particular note was the magnetic chalkboard in the right foreground. Kettle wanted the ability to either write on the chalkboard surface or to place their magnetic flavor cards (Atlas produced 66 lots of soup flavor cards) on the surface. After a few tries, we came up with a surface that could deliver this dual usage. For employee use, we produced a custom colored polyethylene binder to store the soup flavor magnets, along with other information. Critical to this entire project was consistency of color and artwork between all of the various components. Much attention was given to deliver on this requirement, despite the many substrates, materials (wood, polyethylene, vinyl), and facilities that were involved. We are proud to have been involved in this branding effort and are quite pleased with the final results.