sboon
your every choice determines who you are
- founder workshop
- brand and product naming
- photography direction
- logo design
- packaging design
- brand launch
- media & pr event
- artist collaboration
| Photography／Arko Studio
challenge
In recent years, we've seen an increase in soup fasting trends across the US and Europe. Sboon is a response to this trend, introducing the concept of “Actuarial Dining”, a soup meticulously made to provide all the nutrition a modern working woman needs to sustain themselves during a busy day. These jars of colorful liquid are filled with ingredients carefully selected by a team of expert nutritions and chefs, resulting in a nutrition bomb that seeks to fill both the physical and spiritual needs.
result
dan and sean’s creative direction for the product’s nine different flavor names and photoshoot stemmed from a detailed analysis of the life of an average woman. All nine flavors in the sboon product line are named after positive personality descriptors (e.g. Bright, Free, Serendipity, Quirky) chosen as a way for the brand to proudly champion and empower women with their products.
| Photography／Arko Studio
brand positioning
From observations of the target consumer group aged 25-35, we found that young women are evolving past the societal pressure of giving unconditionally from themselves to their families and partners, becoming a new generation of women who make their own needs a priority. Echoing the perspective of the new generation of women, "Wholistic nourishment for your spiritual and physical needs".
brand archetypes
Just like the warmth that a bowl of soup can give, the core brand archetype we found for sboon is undoubtedly the "Caregiver". As all of their products are carefully calculated by a team of nutritionists and chefs, sboon's soups allow women to shake off the stereotype of being the caretaker, to finally having the opportunity to be cared for. sboon's highlight archetype is the "Creator", shown in their beliefs that women do not need to be defined and that every woman can live as their new self with creative vigor.
sizzle
Women are tired of being defined by society. We discovered key ideas through the process of working together with sboon that they want to communicate to their audience, including balanced nutrition, fine dining in a jar, refined women, minimalist philosophy, and daily routines. We sorted through the keywords above to find sboon' most alluring feature — “Your every choice determines who you are.”
photography direction
How should soup be photographed in order to highlight sboon's characteristics? We used scenes from familiar life moments such as the morning routine, fresh produce ready for food preparation, highlighting the soup's handcrafted elements, and incorporating a color palette that highlights the product's vivid colors.
| Photography／Arko Studio
logo/vi design
The logo was designed in collaboration with the bold, contemporary designer, Yehchungyi. The hues of pink and blue-violet chosen evoke warmth without enforcing gendered color stereotypes, with rounded lines stacked to create a celebratory atmosphere, each line retrieved from a precisely calibrated segmented circular shape, highlighting sboon's dedication to making women's physical and emotional needs more complete.
media launch event
How does a gentle and mellow bowl of sboon soup become a hot topic in a marketing campaign? With no media budget, 80% of the media attended the event and received full-page coverage in the independent press, as well as long-form interviews in online media such as InStyle and A Day Magazine.
Event Photography ／Justin Lin | Event Planner ／Grace Wu of Doing Nothing
Sign up for free exclusive insights
Our Offices
Taipei
7F-1, No. 429, Guangfu South Rd.
Xinyi Dist., Taipei
Shanghai
Rm. 8218, Fl. 8, No. 10, Jian Guo Middle Rd,
Huangpu, Shanghai