Brooklyn Design Services bring a vibrant, cheerful name and identity to NYC-based Souper Duper 

Perfect for the chilly winter months, Souper Duper is a concept restaurant providing healthy, organic and filling casual meals. Based in New York, with a seasonally-rotating menu, the core focus of the experience is to offer unique and surprising soups in an inventive and joyful way. In response to that, New York-based agency Brooklyn Design Services delivered a full identity system for the NY soup favourite, which – like its punny namesake – is playful and characterful.

“The driving concept of the identity is that soup can be fun,” they tell us, “it's a magical mix of ingredients swirling around, all coming together to be spooned up and enjoyed.” This ‘souper’ spirit can be felt in the brand’s elements, from the type and colour choices to the unique logo. The latter they describe as “a delicious spoonful of soup goodness,” a delightful spoon-shaped logo with muddled letters.

The leading typeface is Colophon Foundry’s Basis Grotesque in its Medium weight. Both functional and fun, it embodies the energy and efficiency of the fast-paced NYC lifestyle with an extra ‘wink’ towards the brand’s quirky personality.

Helping the brand to stand out on the New York streets is its leading colour, a sunny yellow that beckons to passers-by. Accompanying the bright hue is a mixed blend of colours. “We pulled the colour palette from a range of the most popular seasonal ingredients,” BDS explain, “then bumped up the saturation to make them more vibrant and energetic. This range of colours gives the brand the ability to use the core, satisfying yellow as the base and punctuate seasonally with the secondary palette,” they conclude.

Brooklyn Design Services