Our Portfolio

Souper Branding Project

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Souper, the newly launched Hong Kong ready-to-eat Chinese soup bags brand, starting from naming, branding to online and offline marketing strategies, we dramatized their core idea of satisfaction : what makes Souper become a super soup brand by simply satisfied consumers needs and wants. To start the design process, we precisely defined colours, typefaces, images and templates form the foundation of the visual identity. The outcome is a brand with delicious, modern and sincere DNA.

Inspired by the company vision, which simply want to satisfy their consumers physiological needs and psychological wants towards Chinese soup, we use traditional chinese typography to make the logo, implying some degree of culture and the the feeling of home. The name, Souper, sounds like super, represented that consumers will feel great about the delicious soup. The headline, Simply Satisfied, conveys the happy, convenience nature of the brand.

With many ready-to-eat soup brands flooding the market, and most of their branding looks dated, the company decided to hit the marketing with a creative approach. It was important that eating soup be viewed as a critical element of Chineses culture, bringing joy to people of all ages.

Urban Air Design applied the modern design language consistently across a wide range of items for the launch, from naming, visual design, packaging to online offline marketing materials. Bringing the brand to life and expertly applying it to make it accessible and engaging. We understand brand building is an ongoing process. Souper has many exciting opportunities to keep people engaged and updated about what’s ahead.proudly made in Hong Kong.

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