Soupa

Project X: Soft soup packaging design Amanda Wang | 102246848

Design Overview Project overview

The objective of this project is to devise a range of soft soup packs (named Soupa) for Unilever to expand its brand awareness among singles and small families aged 25-45, and to directly compete with other established FMCG brands beyond its existing Continental brand.

Product range

Apart from the thick and creamy soups commonly seen in the market, I also include three light soups featuring sour, savoury, and spicy tastes to differentiate Soupa from other competitors and amplify its product variety. Focusing on five traditional soups originated from different parts of the world (Italian Minestrone, Japanese Miso Soup, French Mushroom Soup, Thai Tom Yum Kung, and Korean Kimchi Stew), I want to emphasise that Soupa is a distinctively versatile and reliable brand, which provides convenience for people to enjoy various authentic flavours made with honest ingredients, and further points out Australia’s cultural diversity.

Image style

Instead of using the typical “overhead” camera angle, I took the shots at about 75-degree to better build out the stories. This angle highlights details on the top including generous ingredients and garnish items, while it also showcases a little bit side view of five classic bowls that reinforce different cultural values.

Brandmark design

To avoid any indication of a specific culture, the brandmark design is based on a universal style with a neutral colour palette and adorable, rounded shapes that visualise the smooth liquid quality of the products.

Pack front design

The serving suggestion soup photography is placed largely in the middle of the pack, accompanied by the explicit flavour name in a rounded sans-serif typeface (Providence) to match our heroic Soupa logo.

The original soup names in corresponding languages are also presented in rounded fonts (Kodomo, Termtem, Nanum) to amplify the coherent yet versatile product family, and the warm-tone earthy colour palette applied on the background accentuates the inviting product shot, while effectively creating the warm and appetizing feeling.

Pack back design

Along with mandatory labels and the Unilever logo on the bottom, the back design contains the soup description, surrounded by fresh ingredients with a dynamic and quality look, and informative product details including side starch dish serving suggestions.

Following the original country flags of each soup, the evocative copy features the word “delicious!” in different languages and further highlights our brand value to “warm your soul anytime, anywhere.”

Italian Vegetable Soup Original food styling images

• Photograph in the afternoon with natural light and reflectors • Cooking and garnish ingredients: Celery, Carrot, Tomato, Pasta, Cheese, Herbs • Authentic Italian style: Place in a round soup cup (serve with Pasta or Pizza)

Edited images for pack design

• Turn the background into a solid color and add a drop shadow • Remove the handles to avoid an overlap with the brandmark • Slightly adjust the shape and increase the red saturation

Japanese Miso Soup Original food styling images

• Photograph in the morning with natural light and a reflector • Cooking and garnish ingredients: Tofu, Wakame seaweed, Miso, Spring onion, Seafood • Authentic Japanese style: Place in a wooden bowl (serve with Ramen noodles)

Edited images for pack design

• Turn the background into a solid color and add a drop shadow • Change brightness and color hue to match with other soup photos

French Mushroom Soup Original food styling images

• Photograph in the afternoon with a desk lamp and a reflector • Cooking and garnish ingredients: Onion, White button, Cremini, King trumpet, Milk, Thyme, Pepper • Authentic French style: Place in a French soup bowl with a lid (serve with Crusty bread)

Edited images for pack design

• Turn the background into a solid color and add a drop shadow • Remove the handle to avoid an overlap with the brandmark • Enhance contrast and colour saturation

Thai Tom Yum Soup Original food styling images

• Photograph in the evening with desk lamps and reflectors • Cooking and garnish ingredients: Lemon, Red chili, Shrimp, Squid, Basa, Tom Yum paste • Authentic Thai style: Place in an Asian ceramic bowl (serve with Steamed rice)

Edited images for pack design

• Turn the background into a solid color and add a drop shadow • Increase the red vibrancy to highlight the soup's hot and sour flavour

Korean Kimchi Soup Original food styling images

• Photograph in the night with desk lamps and reflectors • Cooking and garnish ingredients: Kimchi, Enoki mushroom, Sprout, Egg, Tofu, Spring onion • Authentic Korean style: Place in a Korean stone pot (serve with Tteokbokki)

Edited images for pack design

• Turn the background into a solid color and add a drop shadow • Fix the harsh shade and yellow tinge cast from the desk lamp • Increase color saturation and adjust brightness

Final pack designs Pack front design in mandatory dieline

• Unilever stand up pouch: 375g, Width: 140mm, Height: 190mm

Pack back design in mandatory dieline

Italian Vegetable Soup

Japanese Miso Soup

French Mushroom Soup

Thai Tom Yum Soup

Korean Kimchi Soup

Promotion YouTube advertiesment

• An 8-second unskippable ad with an inviting product animation and cheerful sound effects • Link: https://www.youtube.com/watch?v=oQvswPNvWck

Story board & Reference

• Background music: http://audionautix.com/ • Sipping soup sound effect: https://taira-komori.jpn.org/cookingeating01tw.html