Elevating Global Noodle Soups into a Luxury "Drop" Brand

The SUP project involved building a complete, cohesive brand ecosystem from the ground up, merging culinary substance with bold, minimalist graphic design. The solution was rooted in high-contrast visual elements, a warm terracotta accent, and a proprietary packaging system designed for mobility and brand storytelling. About the project:

Client: A New York City-based culinary venture

The Challenge: Launch a new quick-service food concept in a highly competitive urban market (NYC) that instantly signifies quality, exclusivity, and a modern, high-contrast aesthetic. The goal was to move the perception of globally-inspired noodle soups (Ramen, Pho, Laksa, etc) from casual takeout to a curated, high-end culinary "drop" experience.

Target Audience: Affluent, young professionals and food enthusiasts in Manhattan (Ages 25–45) who value artisanal quality, minimalist design, and exclusive limited-edition product releases.

Brand Strategy & identity: Defined the "luxury drop" positioning and the core philosophy: "If it's good, it's sup."

Logo & iconography: Created a memorable, custom logotype that embeds the product (a steaming bowl of noodles/soup) directly into the brand name.

Color palette: Established a high-contrast palette for a warm, earthy, yet sophisticated look.

Packaging system: Designed the thermal vessel, branded kraft paper wrap, and custom accessory packets (bamboo spoons and chopsticks, garnishes).

Digital mockups: Developed photorealistic product photography and a full website UI mockup to convey the brand's premium digital presence.