2007:
A
GRAPHIC
DESIGN
STUDIO
CATEGORIES —
9 North
Buona Vista Drive,
The Metropolis,
Tower 1, #02-01,
Singapore
138588
T. +65 6227 1314
F. +65 6227 1892

THE SOUP SPOON BROCHURE

As one of the few soup-specialty outlets in Singapore, The Soup Spoon has led the charge in changing local perception that soups should be served on the side.

Meant as material for the media, its franchise partners and new recruits, this brochure boasts versatility by capturing in the form of an alphabet soup, the company’s culture and products.

Designed with interchangeable pages, the brochure maximises on its alphabetically laid out content by allowing information to be customised to cater to the different audiences.

The-SoupSpoon-1A – Q&A with the owners allow for a better understanding of their roles within the company.A – Q&A with the owners allow for a better understanding of their roles within the company.B – The eight staple soups.B – The eight staple soups.D – What customers, food critics and their own staff say about The Soup Spoon.D – What customers, food critics and their own staff say about The Soup Spoon.E – From Simon and Garfunkel to her Javanese housekeeper – An illustrated collage of the real people and interesting places that inspire Anna.E – From Simon and Garfunkel to her Javanese housekeeper – An illustrated collage of the real people and interesting places that inspire Anna.F – From preparation to delivery and eventual sales, staff at every point of the production chain work together in camaraderie to churn out the daily standard.F – From preparation to delivery and eventual sales, staff at every point of the production chain work together in camaraderie to churn out the daily standard. G – Featuring three soups that contained cancer-fighting properties in support of their adopted charity the Breast Cancer foundation.G – Featuring three soups that contained cancer-fighting properties in support of their adopted charity the Breast Cancer foundation.H – Enabling specificity through audience-targeted information, the rubber band bound brochure allows for spreads to be switched in accordance to which audience the company is targeting. In the case of the letter H, there is separate information that caters to the customer and media (calorie content) or for recruitment purposes (the office structure).H – Enabling specificity through audience-targeted information, the rubber band bound brochure allows for spreads to be switched in accordance to which audience the company is targeting. In the case of the letter H, there is separate information that caters to the customer and media (calorie content) or for recruitment purposes (the office structure).The-SoupSpoon-HRL – Integrity from the start of the chain that translates to cost benefits further down the line.L – Integrity from the start of the chain that translates to cost benefits further down the line.M – Dining incognito – a mystery dinner helps ensure that no aspect of the customer experience is below standard.M – Dining incognito – a mystery dinner helps ensure that no aspect of the customer experience is below standard.O – A recipe is divulged (just one).O – A recipe is divulged (just one).P –  A flow chart of the rigorous training and tests a recruit must pass before being certified to start work at the company.P – A flow chart of the rigorous training and tests a recruit must pass before being certified to start work at the company.Q and R – It’s all about timings. Whether it’s waking in the wee hours to ensure the soups are made fresh every day, or else tackling time on a strategic scale through partnerships for growth and expansion.Q and R – It’s all about timings. Whether it’s waking in the wee hours to ensure the soups are made fresh every day, or else tackling time on a strategic scale through partnerships for growth and expansion.S – Souped-up shops.S – Souped-up shops.V – The bold company vision presented in bold.V – The bold company vision presented in bold.W – Offering more than just soups.W – Offering more than just soups.Z – There is definitely low tolerance towards bad service and implemented are ways to ensure consistency in the delivery of quality customer experience.Z – There is definitely low tolerance towards bad service and implemented are ways to ensure consistency in the delivery of quality customer experience.Met with much approval, the A-Z concept was expanded and utilised within the shops as a way to refresh the brand and extend its reach.Met with much approval, the A-Z concept was expanded and utilised within the shops as a way to refresh the brand and extend its reach.Illustrations showing the cross section of rooted vegetables were silk screened on the insides of the bowls to solve the issue of keeping soup portions consistent.Illustrations showing the cross section of rooted vegetables were silk screened on the insides of the bowls to solve the issue of keeping soup portions consistent.
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