Fresh Street Market set out to create a distinct visual identity for their in-house soup selections—something warm, welcoming, and full of personality. I developed a playful illustration-driven design system that brought each flavour to life through charming characters, expressive ingredients, and a handcrafted feel.

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The client ultimately selected my concept for its lighthearted personality and ability to make a simple everyday item feel memorable and inviting. Each illustration was designed to spark delight, create flavour recognition at a glance, and reinforce Fresh Street Market’s friendly, community-focused brand.

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Deliverables included a suite of container labels and soup well cards, each tailored to individual flavours while maintaining a cohesive, flexible identity system. The final assets established a fun, approachable presence at point-of-sale—making the soup station visually engaging and easy for guests to navigate.