Marc Cowan

Taking Stock

Product marketing relies heavily on packaging, but the imagery has the potential to connote stories and messages that distort the reality of what the package actually contains.

Following a two year stint producing soup for a cafe, this disproportionate value in image (and name) came to the fore – the main ingredient being stock, essentially water.

These etchings present four different soups, stripped of imagery and reduced to only words – their ingredients presented in direct proportion to the quantity used in their production.

Each ‘advert’ is printed on hand-made paper using the food-waste remnants of the soups they represent.

They featured as part of a wider event in an empty shop in London’s Peckham.