Name and branding of healthy food restaurants

Hello Green.

SOLL agency was responsible for updating the brand identity, developing the brand book, packaging design, and producing the case itself. Mikheil Gudavadze served as the Brand Director during this process.

The shape of the soup cup embedded in the logo became the basis for the entire corporate identity. So we got a pattern of soup bowls and a variety of ingredients that also fit into cup shapes. The pattern is dynamic and constantly changing: it can be used both for illustrations of ingredients as well as graphics and logo. Therefore, it is convenient to use it in life: there are no strict rules, there is only a culinary fantasy. The colors of the brand refer us to the colors of ingredients and soups: they are moderately bright (just enough to create a mood, but look natural, not plastic)

The packaging, in addition to its direct functionality, has become a brand communication tool. Image and product messages in the corporate tone of voice helped to continue to form a friendly tone of communication. Everything that was needed fit on the packaging, and at the same time there is nothing superfluous. In the arsenal of the brand there are universal packages in one design (stickers on the lids additionally tell about the tastes of soups and other products) and there are packages designed for a specific product (here the pattern helps to tell about a particular taste)

The format of the brand communication seems to continue the name, plays with it. Hello, tom yum! Hello, soup as a gift! Hello breakfast! Goodbye hunger! Such an understandable game regulates and makes the construction of communication messages convenient. We paid special attention to the product in image materials. Product, taste - always in the spotlight. Branding elements and color do not interfere with the product, but emphasize it elegantly. This project was developed jointly with the agency Соль (Salt).