At Place we’ve designed a bunch of Vermont brands so part of me likes to think I’m impervious to getting suckered into buying something just because it looks pretty or comes in a nice container. But there I was last week in City Market with a jar of Two Guys in Vermont tomato fennel soup in hand and feeling oddly compelled to buy. 

Did I want tomato fennel soup? No. Do I even like tomato soup? Not really. Did I buy the jar or soup? Yes - and without even looking at the price.

What had stopped me in my tracks was the fact that the soup was packaged in a simple glass jar - not the typical tin can that is the industry standard. That simple glass jar alone had just made a sale.

Certainly the Vermonty looking label artwork and copy touting “no artificial anything” helped nudge me towards the register but the glass proved a commitment to the brands values without saying a word. Had the jar been tin or plastic the authentic vibe just wouldn’t be there. Add in the recycling benefits and the BPA free aspect of glass and you get even more specific about where Two Guys in Vermont’s brands values stand. 

Was I happy with my purchase decision? You bet. The soup was great. I also loved the fact that the jar was resealable - a surprising “bonus feature”. I simply poured out what I wanted and screwed the lid back on - a radical new concept in soup packaging via a very old delivery system - the good old, handy-dandy glass jar.

I’m certain others will find different reasons to buy and love soups from Two Guys in Vermont. They have a lot going for them. 

Where I give them the most credit is in identifying the often over looked fact that the actual container a product comes can be an integral part to a brand and the story it tells.