Soupergirl offers hand-crafted, ready-to-eat, radically delicious soup for people who want to do good for themselves and the world. As the company transitioned from a brick-and-mortar kitchen to an online subscription model, they needed clarity around their brand identity and a colorful library of photography to use for their website, marketing campaigns, and more.

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My first goal was to create guardrails around what was and wasn't part of the Soupergirl world. This phase included expanding the brand color palette, setting rules around logo usage, and creating new patterns and illustration styles. To support their website re-design, I created custom icons for brand values, steps for ordering products, and more.

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After laying the foundation, my creative team produced vibrant product photography to showcase not only the vibrant ingredients - but also the brand's bold personality. From the images captured, I designed an extensive library of social content to jumpstart Soupergirl's in-house marketing team.

 

As a result of this project, Soupergirl's team felt a renewed alignment to their mission and a clear strategy for increasing brand awareness and growing their subscription numbers. Their social channels continue to increase in engagement and followers.