Hale & Hearty
Fresh Soups
Visual direction
Brand system
To bring comfort to busy lives through fresh, homestyle soups.
Vision. To become a loved go-to purveyor of satisfying comfort food across the U.S.
Personality. We love soup and have been making it for decades. We blend heartfelt warmth and passion for what we do with a modern, no-fuss attitude.
Modern cozy
Tone of voice.
Speaks with the confidence that only comes with experience. Evokes familiarity.
Down-to-earth and conversational.
Celebrates craftsmanship, ingredients, and freshness.
Uses humor, slang, and straightforward language.
The pillars
Our soups taste homemade because they’re made fresh. From our kitchen to your mouth, our soup has never been frozen.
We’re dedicated to making soups that feel personal and intentional.
We believe in using only the essential, top quality ingredients to make soups people crave.
We draw inspiration from time-tested recipes, honoring the legacy of soups as one of the most comforting and nourishing meals.
From “duckling” to “unicorn”
This approach embraces the brand’s whimsical identity, catering to those seeking quick, flavorful experiences with a “home sweet home” feel. It transforms the “duckling” into a “unicorn” with a visual system combining blunt honesty, handmade elements, and humorous messaging.
The color scheme is derived from H&H’s heritage, creating a functional and approachable aesthetic. The imagery highlights the “handmade” attribute of the brand, blending a loose style with a focus on the product’s thoughtful development.
Established, on-your-face
The emotional attachment of an Established brand, combined with a functional and “On-your-face” Tagline.
Smoke from a hot soup
The contrast between the blobby shapes and the pinched areas resembles the cozy feeling of smoke coming out of a hot soup.
Key visual, cap & versions
Brand key visual · Connection device / soup container cap · Brand versions.
Soups for soup lovers.
Real ingredients, wholesome soups. · Eat soup, feel great. · Small batches, big flavors. · Me always: I’ll just have soup. · Never frozen, always wholesome. · Fresh (never frozen) excellent soups.
Red · White · Gold · Black
Eat soup, feel great.
