Branding, Art Direction, Packaging
The objective was to find an existing brand from a kick starter website that had strong values but needs help connecting messaging with the feel of the brand. Tsubi Soup fits in the instant soup market and appeals to a healthy audience whether first time vegan or just curious, Tsubi is simple as soup.
Solution & Strategy
This rebrand started with a new logotype that invites users to an authentic Japanese classic. Miso is packed with flavor and so is this color palette, pulled from images of samples of soup. The tagline ’Vegan Made Simple, Simple As Soup’ speaks to how easy it is to prepare this healthy alternative meal. And the packaging called for a new illustration style that is contemporary and geometric to balance with the logo. The end result is a range of products that appeal to a broader audience by taking a more mature visual approach while still achieving a sense of playfulness through color and type.