Soup Peddler
Re-Branding
When I think of Soup Peddler, I think of bright and shiny. I think of healthy food that doesn’t take itself too seriously (Just take a look at some of the punny quotes they put up on their marquee to get a sense of their humor). I've been going there for years, and it’s always felt like a laid-back, welcoming spot—just like old-school Austin. It has that cool Austin vibe, but you always feel at home.
Research and Discovery
I was pleasantly surprised to learn Soup Peddler started with just David Ansel, his dog, and a yellow bike. I wanted the logo to reflect those humble beginnings, while adding a fun, modern twist with bright colors that instantly lift your mood. After all, how can you be in a bad mood with a smoothie or a comforting bowl of soup?
Original Logo
Process Sketches
Creative Challenges
The biggest challenge was incorporating the bicycle element into the logo without showing the entire bike. I also needed the soup to look like soup, not a mug of coffee. By using negative space within the handlebars, I was able to create a bowl shape that solved both problems.
Colors were also a big challenge. I wanted to use yellow for the bike, as that was the color of David Ansel’s original bike, but yellow can be hard to read against lighter colors.
Final Design
My original color study included blues more prominently and had no red, but on my second attempt, I was given some great advice about a lot of restaurants incorporating red into their branding. Soup Peddler makes both delicious soups and smoothies, so I decided to go with red to symbolize hot soups and blue to symbolize cold smoothies and juices.
Using the three primary colors helped keep the vibe lighthearted: we are all kids at heart!
Mockups and Touchpoints
Reflections
I’m proud of the final logo. It’s simple enough for use across platforms and merchandise, yet detailed enough to tell the brand’s story. It blends modern elements with the company’s humble beginnings, while capturing the whimsy and playfulness that defines Soup Peddler. The use of negative space was key to making the logo work. Soup Peddler is a special place to me, and I wanted to create a logo they could be proud of.