A brand identity packed full of richness and flavour
A perfect blend of contemporary feel with a sense of tradition, the Soulful Soup brand identity is as rich and flavoursome as the product.
The clean black line-work and slab serif font of the brand visual language provides a contemporary flavour. This contrasts with an iconic symbol that represents both a heart shape and a ladle, reflecting the brand’s passion for home cooked soups.
The brand mark is supported by beautiful, water colour and ink, and old school food illustrations that hero the ingredients of the soup. The secondary type is a combination of serif italic headlines with sans serif body fonts which were inspired by cook books.
Soulful Soup is food service business that produces high quality soups from cafes and restaurants. The brainchild of local food guru Simon Michelangeli, the traditional recipes, quality of ingredients and integrity of the cooking process of Soulful Soup combine to produce a depth and richness of flavour, made easy for the food service industry.
The more time we spent with Simon and his soups, the more we realised the ingredients were what made all the difference. The amazing flavour profiles of the soups began with the stock, prepared the way Simon’s family had made stock for generations. With the rich stock providing the base, the next layer of flavour was provided by the quality and quantity of the ingredients from roasted vegetables to slow cooked meats and top shelf herbs and spices.
We were left with the indelible impression that the ingredients truly were the heroes of the brand.
Truly Deeply worked with Soulful Soup to create their brand identity, business stationery, digital presence and sales collateral along with food service label design.