Soup Restaurant
Brand Refresh
Brand refresh and touchpoint designs for local chinese restaurant that specializes in traditional Chinese herbal soups and homestyle dishes.
Established in 1991 and officially incorporated in 2001, Soup Restaurant proudly stands as a local heritage brand. Renowned for its herbal soups and home-cooked dishes reminiscent of those prepared by samsui ladies in the 1920s-1940s, the brand sought a redesign of its main menu and marketing materials.
Building on their original brand identity, the goal was to emphasize Soup Restaurant's origins and heritage, appealing to young adults and families while highlighting the brand's core values of family and togetherness. With no existing design system and a menu previously presented on laminated A4 paper, we embarked on a thorough redesign. We introduced a new design language featuring traditional calligraphy-like typefaces and illustrations of samsui ladies on the street where the first restaurant was located. This approach aimed to convey the brand's history and emphasize its local roots.
Additionally, we created an illustration of the very first Soup Restaurant on Trengganu Street in Chinatown to honor the brand's history.
The carrier bag is inspired by the 1940s-1950s kraft paper bags from Singapore, with a deliberate choice of monochromatic print reminiscent of the limited color options of letterpress printing during that era.
Other seasonal collaterals for occasions such as Mother’s Day, Chinese New Year was also developed with the brand’s personality in mind.
