Easy Soup

The first cafe of Easy Soup (a healthy fast food chain) opened in Minsk in autumn 2018. A new visual design system has been developed for it specifically for the Belarusian market. The brand strategy and design were covered by Fabula Branding, and the architectural solution was implemented by the team of Nikoengineering.

Easy Soup is a fast-casual restaurant chain that combines the speed of fast food with the benefits of healthy eating. Its concept shapes the design: it should reflect simplicity and naturalness, stand out in the noisy food court environment, and adapt to a constantly changing menu. Emotional barriers are also important: many still see soup as a home-cooked dish. The brand aims to change this stereotype by offering tasty and convenient options, encouraging customers to adopt balanced eating habits without dull presentation.

«The international trend of healthy food is now coming to Minsk, but our city still lacks projects in this segment, let alone in the fast casual format. We felt a change in market trends, took into account our own needs, and tried to understand what the city craved for. But it is always important to present the information correctly. When planning to open our sales point in a mall, we realized that food courts are occupied by major active players. People that come to food courts make decisions about what and where to eat in split second, that is why it is important to explain the idea of the place and to show our advantages clearly and quickly».

When creating the logo, we considered the shape of a soup bowl and its ingredients, which is reflected in the graphics and typography. Green and yellow symbolize balanced nutrition, the core of the concept. A vibrant palette highlights ingredient variety, while photorealistic images emphasize their appetizing appeal. Colors enhance flavor perception while maintaining brand recognition. In transparent dishware, the logo is complemented by the background of the dish itself.

«It was important for us to show the expert component of the brand. Easy Soup is a place where tasty and healthy food meets fast and quality service. Each step, each menu position are though through and balanced to make good recipes available to everyone. The idea of fresh ingredients and natural products serves as the basis of the corporate style and is included into the design of branded media: digital panels, ware, stand details, and other elements».

When designing a compact food outlet, it is essential to combine architecture with brand identity—minimalist forms and natural colors. These principles guided the choice of materials and design. The first Easy Soup location opened in the center of the food court at Galleria Minsk. The island format separates it from competitors but requires creative solutions for efficient space use and effective brand messaging.