Cliff Loves Soup

Derrick Lin


Design Agency: Bulldog Drummond
Project Type: Produced, Commercial Work
Client: Cliff Loves Soup
Location: San Diego, USA

Passion. It fuels a brand’s reason for being; it fuels why founders and their teams get up every morning; it fuels why they do what they do.

About six months ago we met Cliff. Cliff is a no nonsense guy with tattoos, a bigger than life presence and a sharp wit. For over two decades he built custom cars. But his heart just wasn’t in it—so after 25 years he walked away from his career to follow his true passion, soup. (Yes, soup) He sold his successful shop and his tricked-out cars to follow his dream of making soups using only wholesome and organic ingredients inspired by his family and his love of good food. Cliff refuses to compromise his vision or the quality and taste of his products. We all fell in love with Cliff, his passion and of course, his soup.

We worked with Cliff to help him craft a brand that would bring soup back to the kitchen table. We named the brand, developed the voice, and created the brand identity, the overall look & feel, and the packaging which features photographs of real people who represent a time when consumers valued real food, real farms and small batch preparation. The bright colors pop against the black & white photographs and the bold type is a modern twist on traditional values.