Souper Branding Project

Bringing Traditional Chinese Soup to the Modern World

Inspired by the company's vision of satisfying consumers' physiological needs and psychological wants towards Chinese soup, the Souper branding project, led by designer Ng Wai Ming Chris, incorporates traditional Chinese typography to create a logo that reflects the brand's cultural roots and the feeling of home. The name "Souper" sounds like "super," symbolizing the satisfaction consumers will experience from the delicious soup. The headline, "Simply Satisfied," conveys the brand's commitment to providing a happy and convenient soup experience.

What sets Souper apart is its comprehensive branding strategy, which encompasses everything from naming and visual identities to packaging design and online/offline marketing. The design team, including Ng Wai Ming Chris, Sin King Man Kelly, Rao Amandeep, Tse Kin Wa Jeff, Or Chi Bun Stanley, and Mok Cho Yi Joey, meticulously defined the colors, typefaces, images, and templates that form the foundation of Souper's visual identity. The result is a brand with a delicious, modern, and sincere DNA.

Urban Air Design, as the brand guardians, ensured that Souper accurately leveraged its visual identity across various touchpoints, including the website, social media campaigns, and video advertisements. By consistently applying a modern design language, Souper's brand came to life, making it accessible and engaging to consumers.

The Souper branding project involved extensive research into Chinese soup culture and the frustrations people face when it comes to preparing soup at home. The founders of Souper wanted to change the way people purchase soup by offering ready-to-eat Chinese soup bags that are convenient and satisfying. With exciting visual elements and communicative messages, Souper aims to become the number one soup brand in Hong Kong, proudly made in the city.

One of the challenges faced by the design team was standing out in a market flooded with ready-to-eat soup brands. To overcome this, the team took a creative approach, emphasizing the cultural significance of soup and positioning it as a source of joy for people of all ages. Souper's brand promise of convenience, quality, and satisfaction promotes the lively soup-eating experience and gives consumers something to look forward to.

The Souper branding project, completed in December 2018, has garnered recognition in the design industry. It was awarded the Bronze A' Design Award in Graphics, Illustration, and Visual Communication Design in 2019. This prestigious award recognizes designs that exhibit strong technical and creative skills, contribute to quality of life improvements, and make the world a better place.

With its unique branding and design, Souper has successfully brought traditional Chinese soup into the modern world. The brand continues to engage and satisfy consumers, making soup an exciting and enjoyable part of their lives.