Brand strategy, photography and web design for a supermarket soup manufacturer
– The Real Soup Co., a division of Zorba Delicacies, is an award-winning soup manufacturer operating in the foodservice and retail sectors.
We were asked to create a new brand that captured the fresh, hand-made feel of the business, whilst ensuring it looked great online, and in print.
We have since gone on to provide a broad range of services including food styled product photography, lifestyle photography, website design and ongoing marketing support.
Getting real with branding
Having inherited a dated brand with a long-standing history in the foodservice sector, Real Soup asked us to retain the core look and feel, but bring it in line with modern supermarket brands.
Our design team were happy to accept the challenge, first taking their concepts to paper, drawing a wide range of design variations and accompanying assets. The chosen design included a chalk outline, a natural font and a selection of over 20 hand-drawn vegetables and herbs were vectorised for use in marketing collateral.
Food styled photography
With the soup catalogue being the centrepiece of the website, we opted for top-down cut-outs that would present well in grid and large format. White rim bowls were chosen to stand out on a black background. The soups were dressed in garnish and shot in studio conditions for consistency. The photoshoot was an overwhelming success that provided us with a range of marketing assets that have been used across flyers, brochures, posters, and the website.
A delicious new website
As we had already established a visual look through branding and printed materials, we set about creating the new Real Soup Co. website. The soup photography really brings the website to life and shows off the impressive range of award-winning flavours. Allergy and ingredients lists were complimented with chunky, bold icons. Lifestyle photography of the chefs help to emphasise the rustic, handmade qualities of the soup and a resource section was created for cafes and restaurants to download point of sale materials.
Brand building through search
Through keyword research and competitor analysis we identified opportunities to target phrases around soup manufacturers, soup suppliers and soup for each target sector. Within the first months we saw significant increases in traffic and rankings, and over the years, we have evolved their search strategy to target new and exciting product ranges. The website is now in the top three spots for over 50 desirable search terms including ‘soup company’, ‘soup manufacturer’ and ‘soup suppliers’.