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SOUP is an Indian fusion wear brand with a goal to represent India globally by blending our cultural heritage with contemporary fashion silhouettes.
BRIEF
THE LOGO
SOUP's logo is bold, modern, elegant, and easy to remember. Reflecting SOUP’s signature use of flowers and geometric shapes, the logo cleverly incorporates this theme. The letter 'O' is a representation of a flower which is distinctly crafted by blending 2 arches: one traditional and the other modern and symmetrical, symbolizing the brand's balance between heritage and modernity.
A fushion of modern and traditional elements to create a floral symbol that represents the brand’s core.
Traditional arch with femine ends to reflect upon the brand’s feminine personality
Contemporary arch using geometric shapes inspired by the brand’s signature collections
BRAND MARK
Featuring Soup's signature floral prints and geometric shapes, the symbolically created “O” in Soup is used as the Brandmark. This brand mark is versatile and can be used in smaller spaces where other logo variations might not fit.
SECONDARY LOGO
The secondary logo for SOUP should serve as an alternate form of the logo, creatively utilized in larger areas and complex environments. The logo can also be used in settings where Sougat’s representation is key.
COLOUR PALETTE
The color palette for SOUP focus on utilizing colors that elevate the brand’s vibrancy and rich features while ensuring that the essence of its modern Indo-fusion fashion remains front and center.
CREATIVE AND ART DIRECTION
FINAL OUTCOME
Imagery is a critical component in shaping brand identity. It takes up majority of the space in the touchpoints, mostly, more than the font and logo. It suggests context, mood, and perception of the brand, making the identity more cohesive. Here, the creative direction brief was designed to reflect visuals that complemented the brand’s connection to culture and their signature fusion aesthetic. The interplay of lighting, color palette, and composition reinforced the intended narrative. This approach ensured that the identity wasn’t just a static design element but a living, evolving presence that reflected its story.
The sound for SOUP’s logo animation is built around the rhythmic and tonal qualities of the handpan, an instrument that carries the percussive essence of a tabla but with a modern sensibility. In the background, a layer of soft echoing music adds depth and fluidity, creating a calming, effortless atmosphere that mirrors SOUP’s clothing philosophy—flowy, soothing, and unforced.
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