Client:
Souper
Scope of works:
Logo Design, Visual Identity, Packaging Materials, Brand Application
Developed a complete brand identity for Souper, a contemporary soup brand combining traditional Chinese food culture with a modern and approachable retail experience. The project covered the logo, visual identity, packaging system, website and supporting brand applications. Inspired by Chinese calligraphy and the familiar form of a soup bowl, the identity balances cultural character with a clean, minimal design language. The project received international recognition from the A’ Design Award & Competition.
Imapct:
The branding established a distinctive and consistent identity that helped Souper stand out within the competitive food and beverage market. By extending the visual system across packaging, digital platforms and customer-facing materials, the project created a unified brand experience at every touchpoint. The combination of traditional references and contemporary execution made the brand feel authentic without appearing outdated, while the award recognition further strengthened the project’s credibility and visibility.
Challenges:
The main challenge was to reinterpret traditional Chinese soup culture in a way that felt relevant to a younger, modern audience. The identity needed to communicate warmth, quality and cultural authenticity while remaining simple enough to work across packaging of different sizes, materials and product varieties. Another challenge was maintaining visual consistency between physical packaging and the website, ensuring that the handcrafted character of the logo could coexist with a clear and functional digital experience.
