Hearty Soup
Hearty Soup
Hearty Soup is a Chinese restaurant brand in Taipei that specializes in Silky Chicken Soup — a traditional Chinese-style broth known for its nourishing flavor and smooth texture. The brand focuses on comfort and authenticity through its carefully prepared dishes.
The goal of this project was to visually express the brand’s refinement and warmth through appetizing, minimal compositions and cohesive design direction. I was responsible for creating food displays, capturing key visual photography for the menu, and designing other promotional materials.
The creative direction emphasized simplicity and balance, highlighting the soup as the hero while showcasing the natural ingredients and table textures. Natural light was used to create a soft and organic feel, while the bird’s-eye view allowed the viewer to see the full dining arrangement and atmosphere.
The main colour scheme included black, white, and gold:
• Black represents premium quality and calmness
• White symbolizes purity and simplicity
• Gold conveys warmth, craftsmanship, and nourishment
The visual composition was arranged with attention to harmony between ingredients, bowls, chopsticks, and fabric textures.
The final layout was designed for use in:
• Menu covers and in-store posters
• Social media and online ads
• Other promotional and brand identity visuals
A subtle gold wave pattern at the bottom of the layout symbolizes the gentle motion of soup, adding rhythm and elegance to the overall design.
The final visuals successfully captured Hearty Soup’s brand essence — a harmonious blend of nourishment, craftsmanship, and elegance. The photography and layout became the cornerstone for their menu design and subsequent promotional materials, helping establish a consistent and memorable brand image.
