Soepel

SOEPEL was a collaborative branding and packaging project developed together with Zeth Suripatty, focused on creating an affordable, sustainable, and accessible lunch concept for students and young professionals. Centered around the idea of warm soup served inside a bagel, the concept combined convenience, health, and playful branding into a recognizable food experience built around the promise “Gemakkelijk Genieten” (“Easy Enjoyment”).
My role focused on brand identity development, concept direction, and translating the visual identity across both physical and digital touchpoints. I worked on the logo system, typography, color palette, packaging, illustrations, UX flows, and branded applications such as vending machines, merchandise, and promotional materials. In addition, I contributed to the activation strategy, developing launch concepts and market introduction touchpoints to create awareness and engagement around the product. The project combined branding, service design, accessibility, and marketing into a warm, user-friendly experience designed for the fast-paced rhythm of student life.