Easy Soup

Agency: Fabula Branding
Project Type: Produced, Commercial Work
Client: Easy Soup
Location: Minsk, Belarus
Packaging Contents: healthy fast food 
Packaging Substrate / Materials: Cardboard

The first cafe of Easy Soup (a healthy fast food chain) opened in Minsk in autumn 2018. A new visual design system has been developed for it specifically for the Belarusian market. The brand strategy and design were covered by Fabula Branding, and the architectural solution was implemented by the team of Nikoengineering.

The Concept
Easy Soup represents the format of  fast casual which is extremely relevant today. Fast casual brands support and develop a balanced approach to nutrition and combine express service (typical for fast food) with the benefits of healthy food.

How did the concept of the business affect the design? First of all, the simplicity, convenience, and naturalness typical for this format had to be reflected in the corporate style using colours and other visual means. Secondly, as the points of sale were expected be located in malls with high levels of informational noise, all design elements had to be quickly and easily readable. Thirdly, the new point of sale would offer over 60 types of soup with the product range changing every week. Therefore the design solutions for the menu, branded ware, and other media had to emphasize different tastes of various positions but still remain universally applicable. And so on.

Emotional barriers also had to be taken into account. Soup still remains a home or, at best, a lunch dish. The wide audience used to disgusting soups from school canteens is only starting to understand that soups can be tasty, healthy, and now also convenient. When opening a fast casual sales point in the era of fast food and street food, one has to educate the customers about healthy nutrition and at the same time not  to repel them with dullness.

The Identity
When developing the logo, we naturally thought of a bowl of soup and the shapes of the products it consists of. This idea can be traced in the graphic images and lettering. The colours of the logo - healthy green and tasty yellow - illustrate the idea of balanced nutrition the whole concept of the place is based on.

The bright food palette shows the variety of ingredients, and the photorealistic images demonstrate their attractiveness and taste. A colour corresponding to each product emphasizes each taste position preserving the recognizability of the brand. And if the ware is transparent, its content literally becomes the background of the logo.

 

Dmitry Kashkan, managing partner at Fabula Branding:
It was important for us to show the expert component of the brand. Easy Soup is a place where tasty and healthy food meets fast and quality service. Each step, each menu position are though through and balanced to make good recipes available to everyone. The idea of fresh ingredients and natural products serves as the basis of the corporate style and is included into the design of branded media: digital panels, ware, stand details, and other elements.