New food retail brand strategy and identity redefines soup

Zuppa visual identity cup

Truly Deeply has been working with new fresh casual dining concept; Zuppa to develop an engaging brand and identity to launch them to market.

Zuppa Soup Kitchen is bringing soup back to the table, but it’s better than you’ve ever imagined. Lovingly prepared in their soup kitchen from scratch with the freshest and finest quality ingredients, their soups use a slow cooked broth base to create rich, flavoursome soups that are naturally full of hearty goodness. From re-imagined comfort classics to innovative and exotic taste creations, all of their soups are nutritious, satisfying and packed with indulgent flavour. Soups made the Zuppa way are a complete meal – to be eaten not drunk. Savour the soup revolution; it’s ready to eat when you are.

We worked to translate the Zuppa business vision into a rich, engaging brand strategy with multiple layers of definition and messaging. We then rolled that strategy through into brand identity, packaging, digital look and feel as well as guiding the design of the casual dining restaurant interior. Leveraging our category experience we mentored Zuppa across a range of aspects of the brand, providing direction and support on site selection, interior design, menu structure, COGs and pricing, project budgeting and time frames.

“My vision for Zuppa has always been big picture, a chain of soup kitchens serving-up the most delicious, high quality, healthiest soups filled with flavour from all around the world. The right brand and a strong brand identity has always been critical to achieving my business vision. Truly Deeply transformed my goals into a brand with absolute clarity, engaging and powerful messaging and a stunning visual identity, giving me a strong platform on which to build my brand. Being a genuine start up, I was able to tap into Truly Deeply’s operation experience in starting new ventures, this allowed me to gain insight into; accurate costing required for funding and high level strategic advice regarding company structure and staffing”.
Philip Carlei, Zuppa Founder

Zuppa – Hearty Goodness, Made Slow, Served Fast.

Zuppa visual identity sign wall

Zuppa visual identity bag

Zuppa visual identity sign   Zuppa-bus-cards Zuppa visual identity stationery

Dave Ansett
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more at…

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You can find our Zuppa case study here: Zuppa Case Study

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