The Soup Spoon undergoes a brand overhaul

Local restaurant chain The Soup Spoon has undergone a rebranding with the help of JKR. JKR was first appointed mid last year without a pitch.

According to cofounder and owner Benedict Leow, the move comes as the restaurant outlet looks to expand within the region. The agency was tasked to redefine the brand idea and establishing a fresh visual brand language that extends across all brand touch-points. The brand overhaul includes an evolution of the logo.

“We are confident we now have an identity that will allow us to grow,” said Leow.

Andrew Chan, owner and cofounder of The Soup Spoon also added that within the arena of its own restaurants, The Soup Spoon brand was doing well. However, for the brand to be able to perform competitively in other channels such as grocery retail, it needed a stronger identity and a “thought-through architecture system”.

Take a look at the new logo:

“The Soup Spoon is a well known fixture on the Singapore F&B scene and a much loved local restaurant. But in order to reach its full potential as a credible international brand, it needed a more credible visual identity and a brand architecture that was both robust and flexible,” Katie Ewer, strategy director at JKR, Singapore said.

Creative director John Ewles added that the agency recrafted The Soup Spoon logotype to give it “more personality” and created a new icon as part of the lock up. The icon consists of three different shaped soup spoons that represent the three founders, and reflects the idea of “the world in one kitchen”.

“We also redesigned the signature bowls, spoons and bags – as well as creating a visual language for in-store communications, promotional material and digital,” said Ewles.


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