Branding that Celebrates Homemade Broth Originally Served from a Bicycle Stand
The Creative Method - Soo Zee 23 Identity
" Back in 1948, homemade broth was served from a bicycle stand, shared and loved by those who ate it. This broth recipe originated from Sichuan China and eventually made its way to the streets of Taiwan. Soo Zee 23’s broth is handcrafted using a blend of 23 herbs and spices in a process that takes over 8 hours. Using only the freshest ingredients in every dish, the result is authentic and tasty beef noodle soup.
Soo Zee is Sichuanese for ‘number‘, and ‘23’ represents the number of blended herbs and spices used to create their famous broth. The Chinese characters for ‘eat’ (吃) and '23' (二三) are also featured in the identity to reinforce the authenticity of their speciality cuisine.
The Creative Method was asked to bring the story of Soo Zee 23 to life with a name, logo, identity creation, graphics, apparel, menus, tableware, a website and packaging. Soo Zee becomes a character of many forms that represents the art of mixing 23 herbs and spices to create an authentic beef noodle soup that you won't forget."
Design Agency: The Creative Method
Article Title: Branding that Celebrate Homemade Broth Originally Served from a Bicycle Stand
Brand / Project Name: Soo Zee 23 Identity
Design Credits: Creative Director Tony Ibbotson
Graphic Designer Emma Lucia @oh.ma (instagram)
Production Credits: Render Truerender
Photographer: Alex Quirk
Project Type: Consumer Brand Creation
Strategic Deliverables: Consumer Research / Insight, Consumer Brand Strategy, Consumer Brand Naming, Consumer Tone of Voice, Consumer Brand World, Consumer Product Brand Architecture
Design Deliverables: Consumer Brand Identity, Consumer Branding, Consumer Brand Creation, Consumer Graphic Packaging Design, Consumer Structural Packaging Design, Consumer Retail Design, Consumer Brand Guidelines
Market Country: Australia
Market Region: Oceania
Project Type: Agency Commercial / Published
Project Category: Food
Consumer Packaging Format: Bag, Bowl, Cup, Sleeve
Consumer Substrate / Material: Ceramic, Fabric, Plastic, Pulp Paper