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ZOUP!
For decades, Zoup! has crafted broths, soups, and concentrates rooted in real consumer feedback from its fast-casual beginnings. To deepen consumer connection and improve shelf recognition, Zoup! partnered with Frooishen to refresh its brand identity and packaging—boosting visibility, supporting a premium position, and honoring existing brand equity.
Year
2025
Scope
Strategy, Identity, Package Design , Photo Direction, BrandWorld
Timeline
6 months
Live project
Preview
Our approach focused on reimagining key brand elements—such as the logo, tagline, and overall packaging design—without losing the essence that Zoup! customers already love. This evolution allowed us to present Zoup! as the highest-quality, best-tasting choice in its category while ensuring that its legacy and consumer trust were upheld. Through a thoughtful redesign, we helped enhance Zoup!'s position among the leading premium broth and soup brands and set the stage for its continued success in a competitive marketplace.
We refreshed Zoup!’s identity and packaging with a vibrant, updated color palette that remained true to the brand's iconic yellow label while enhancing its warmth and energy. The glass jars, a signature packaging element, were preserved to allow the product to shine, but we added a die-cut feature to the top of the label for added visual appeal.
We also refined the messaging, crafting new copy that resonated more with consumers while still incorporating the brand's beloved, time-tested language. The logo was given more prominence, with subtle adjustments to the letterforms to make them feel warmer, more welcoming, and approachable. We updated the fonts to maintain the boldness of the brand while softening the overall look for greater approachability.
While preserving the brand’s established equity, these updates helped Zoup! stand out more prominently on shelf, making it not only recognizable but also more competitive in the marketplace.
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