The famous Stock Market Soup Shop on Granville Island was acquired by new owners with a vision to not only carry on the tradition of delicious soup but to expand its’ customer based and reach. Arithmetic Creative was brought on board to re-brand and reposition the Public Market staple. While the soup recipes stayed true to their fame, the brand was in need of an updated brand palette – one that embraced its heritage and exuded market culture.
With a focus on celebrating the Granville Island heritage brand, arithmetic put extra care and attention to detail to develop an iconic mark, packaging program and signage system that would resonate with the customers that have grown to cherish the iconic soup shop over the years. The new hand drawn image mark took the shape of a large utilitarian soup pot and a palette of black and white was introduced to the overarching brand structure, introducing a playful but rich colour palette within the product packaging.
With over 100’s of products for sale, arithmetic devised a brand blocking strategy that categorizes each of the many products from soup and stocks to chutneys and preserves. Utilizing colour and graphic marks, each of the products easily merchandises on it’s own or within it’s collection.
arithmetic’s re-design of the logo, labels and signage repositions the soup shop in revitalized heritage style, while elevating its perception and appealing to a broader demographic. Most importantly the path to larger scale distribution has been paved.
Designed by: arithmetic creative, Canada,  Vancouver.

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