Soumaki
After four years of steady growth, Soumaki partnered with us to reimagine their brand for its next chapter. Known for fresh and nutritionally balanced bowls, Soumaki champions the belief that every healthy meal is a love letter to your future self.
We reframed Soumaki’s story through the lens of relationships; positioning the brand as your healthy food soulmate. This new direction unlocks an emotionally resonant voice that feels personal, caring, and close to heart. The name Soumaki was also reinterpreted as shorthand for “Soulmate Making,” deepening the brand’s foundation and opening new storytelling possibilities.
We reframed Soumaki’s story through the lens of relationships; positioning the brand as your healthy food soulmate. This new direction unlocks an emotionally resonant voice that feels personal, caring, and close to heart. The name Soumaki was also reinterpreted as shorthand for “Soulmate Making,” deepening the brand’s foundation and opening new storytelling possibilities.
The new visual identity is built around the core idea of connection through food. We crafted a distinctive and memorable mark that embodies the spirit of bonding, care, and nourishment. At the heart of the system is Soumaki Sans — a custom typeface based on the open-source DM Sans. Its signature feature? Connected ligatures that express closeness and unity, in the minute typographic gestures.
Connection takes further shape through a dynamic visual language of interwoven lines and knots. A flexible system of modular elements was created to overlap, interlock, and play — building a brand world that always connects, always bonds. This design language also extends across all elements, from bespoke iconography to hand-drawn illustrations.
The customizable bowl menu was restructured into an intuitive, expandable system that allows the brand to scale and adapt as it grows.
The website was also upgraded to become a true digital partner. Designed to speak heart-to-heart with users, it blends visual and verbal warmth with practical features: a dynamic build-your-bowl experience, smart recommendations based on body types and lifestyle goals, and Sou-made bowls for easy ordering.
From shelf to storefront, Soumaki shows up in full character. Every bowl, bag, and surface carries the brand’s signature warmth. The identity is designed to feel like a hug, not just a meal.
CREDITS
Creative Director
Giang Nguyen
Strategy Director
Tu Nguyen
Brand Designers
Jinny Dang
Phong Pham
Minh Nguyen
Web Designers
Minh Nguyen
Jinny Dang
Project Manager
Lam Nong
Giang Nguyen
Strategy Director
Tu Nguyen
Brand Designers
Jinny Dang
Phong Pham
Minh Nguyen
Web Designers
Minh Nguyen
Jinny Dang
Project Manager
Lam Nong
Web Development
BLANK
Brand Photography
Eyes’ Feast
Ingredients Photography
Soumaki team
Spatial Design
KSOUL Studio
BLANK
Brand Photography
Eyes’ Feast
Ingredients Photography
Soumaki team
Spatial Design
KSOUL Studio