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Let’s design solutions that’ll strengthen your business from the inside out.

Our research-led methodology will bring together relevant market fundamentals, your business’ offerings, and all the people involved to reveal powerful insights and opportunities.

Opportunities that we’ll then design for, creating value for you by accounting for everybody.
Let’s design solutions that’ll strengthen your company from the inside out.

Our research-led methodology will bring together relevant market fundamentals, your business‘ offerings, and all the people involved in them to reveal powerful insights and opportunities.

Opportunities that we’ll then design for, creating value for you by accounting for everybody.











The Soup Bowl 
Market Research / Consumer Research / Business Strategy / Brand Positioning / Illustration / Brand Identity Design

For Idea Spice Design, Mumbai, India 



︎ Where we were  A new soup business was launching in Mumbai’s hottest mall, and was looking to compete for a customer with indo/western taste preferences.

︎Where we wanted to be
Become a sought-after solution for those looking for a comforting, convenient, and healthy bite to eat.



︎How we got there We conducted primary
research in high-traffic food courts to reveal customer behaviors, food preferences, and any seasonal changes.
For example, we discovered people preferred tastes that were reminiscent of home. They wanted food a no-fuss food presentation with easy to pack leftovers and preferred warm, comfort foods when it was raining outside, which in Mumbai was frequent.

Since “comfort” played a substantial part in customer decision-making, we decided an appropriate brand space could represent the nostalgic idea of “abundant comfort.”

We developed a visual solution designed around the memory of a time when soup was prepared in cast-iron cauldrons. Abundantly delicious, perfect for communal gatherings. The air would fill up with fragrant seasoning, and people would wait eagerly to eat together.

We captured the idea in a punchy, easy-to-remember logo that was cost-effective and straightforward to produce. Then we paired that with community-focused imagery to create a compelling and scalable brand identity system.