Takeo Shirata is a japanese renowned chef in Tokyo that goes by the name of SHEO. He is known particularly for his distinctive fresh seasonal Soups. In 2011 He wanted to enter the market in New York City and establish within the home made soup industry. As soups are a trend in NYC, entering the market would not be an easy task given the very high competition. We were given the task to create a rebrand and a strategy that would assure him a place in the NYC soup scene.
Considering our target, and our association of cooking to creating a musical masterpiece, we led Soupstars through a completely different territory...Music. We focused on young talented creatives by speaking a current language with a very fresh visual identity. And positioned Soupstars as a group of music stars. Each soup was given an identity and turned into a band based on its contents and led by its producer, chef Takeo Shirata. We extended the identity through, posters, a music production website, Packaging, and other marketing accessories. We spoke a language that was easily picked up by young millennials.