SOUPSTARS
Positioning a new soup brand
in a highly saturated market
Creative & Design Strategy
Naming
Design Direction
Brand Design
Packaging Design
Illustration
The Japanese chef Sheo launched a new set of special take-away soups in NYC.
Truly authentic recipes that are originally combined and made with 100% natural ingredients.
Soups are not a novelty in NYC. It is an industry that is widely saturated and highly competitive.
We needed to set them aside by positioning them in a territory of their own.
Because soups are a grab and go choice for a fast paced group of creative and
independent entrepreneurs. We claimed a familiar territory for this demographics: MUSIC.
We created a series called SOUPSTARS. And every soup was it's very own music band.
With a particular personality and lead stars that represent the ingredients that make each
one of these soups unique
Every soup was turned into a music band and had it's own identity based on its' ingredients.
Every soup is unique. The contents are a mix of different flavours that make
the soups one of a kind. So we created an identity for every soup to reflect
the uniqueness of it's ingredients. We focused on six soups and added a
distinctive tone and personality to each one.
We then, carefully developed a naming system that would represent the contents of
each soup in a fun, clever and unique way. Drawing a parallel between music bands
and it's band members that play a key role in each musical output, the same principle
was used to bring these Soupstars to life. The names reflected the product and gave
a little tidbit to what they were really about.
