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Brothē — turning early ideas for a functional soup startup into a warm, cohesive brand identity

Brothē — turning early ideas for a functional soup startup into a warm, cohesive brand identity

Brothē — turning early ideas for a functional soup startup into a warm, cohesive brand identity

Brothē is a functional food startup offering warm, protein-packed soups through tech-forward vending machines. The goal was to create a brand that felt nourishing, modern, and culturally grounded, while clearly differentiating from cold, synthetic meal replacements.

The brand needed to launch quickly, support real production constraints, and scale across vending, packaging, digital, and future expansion.

Brothē is a functional food startup offering warm, protein-packed soups through tech-forward vending machines. The goal was to create a brand that felt nourishing, modern, and culturally grounded, while clearly differentiating from cold, synthetic meal replacements.

The brand needed to launch quickly, support real production constraints, and scale across vending, packaging, digital, and future expansion.

Brothē is a functional food startup offering warm, protein-packed soups through tech-forward vending machines. The goal was to create a brand that felt nourishing, modern, and culturally grounded, while clearly differentiating from cold, synthetic meal replacements.

The brand needed to launch quickly, support real production constraints, and scale across vending, packaging, digital, and future expansion.

Brothē brand strategy documents

Brothē brand strategy documents

Brothē brand strategy documents

Strategy first: translating ideas into direction

Strategy first: translating ideas into direction

Strategy first: translating ideas into direction

I started with brand strategy to clarify positioning, voice, and long-term intent before moving into visuals. Early work focused on listening closely, translating loosely formed ideas into clear directions, and creating concepts the founder could recognize and trust.

Key decisions included:



  • Positioning Brothē as a warm, savory alternative to cold functional foods

  • Emphasizing real ingredients, cultural respect, and emotional comfort

  • Designing a system that works at a distance, on machines, and across flavors

  • Building a flexible identity that could scale into web, marketing, and franchising

I started with brand strategy to clarify positioning, voice, and long-term intent before moving into visuals. Early work focused on listening closely, translating loosely formed ideas into clear directions, and creating concepts the founder could recognize and trust.

Key decisions included:



  • Positioning Brothē as a warm, savory alternative to cold functional foods

  • Emphasizing real ingredients, cultural respect, and emotional comfort

  • Designing a system that works at a distance, on machines, and across flavors

  • Building a flexible identity that could scale into web, marketing, and franchising

I started with brand strategy to clarify positioning, voice, and long-term intent before moving into visuals. Early work focused on listening closely, translating loosely formed ideas into clear directions, and creating concepts the founder could recognize and trust.

Key decisions included:



  • Positioning Brothē as a warm, savory alternative to cold functional foods

  • Emphasizing real ingredients, cultural respect, and emotional comfort

  • Designing a system that works at a distance, on machines, and across flavors

  • Building a flexible identity that could scale into web, marketing, and franchising

Brothē stylescapes

Brothē stylescapes

Brothē stylescapes

First and second round unused design concepts

First and second round unused design concepts

First and second round unused design concepts

Brothē symbol, wordmark, combomark, stacked combomark, and submark

Brothē symbol, wordmark, combomark, stacked combomark, and submark

Brothē symbol, wordmark, combomark, stacked combomark, and submark

Brothē color palette

Brothē color palette

Brothē color palette

Brothē typography

Brothē typography

Brothē typography

AI generated product photography

AI generated product photography

AI generated product photography

Vibrant, comforting, confident

Vibrant, comforting, confident

Vibrant, comforting, confident

The visual system was designed to feel vibrant, comforting, and confident. Color played a central role, helping differentiate flavors while reinforcing warmth and approachability.



Deliverables included:



  • Multiple visual directions to explore tone and personality

  • Final logo system with primary, secondary, and icon marks

  • Typography and color systems built for clarity and scalability

  • Supporting graphics tied to individual soup flavors

  • A full brand guidelines document to support future growth

The visual system was designed to feel vibrant, comforting, and confident. Color played a central role, helping differentiate flavors while reinforcing warmth and approachability.



Deliverables included:



  • Multiple visual directions to explore tone and personality

  • Final logo system with primary, secondary, and icon marks

  • Typography and color systems built for clarity and scalability

  • Supporting graphics tied to individual soup flavors

  • A full brand guidelines document to support future growth

The visual system was designed to feel vibrant, comforting, and confident. Color played a central role, helping differentiate flavors while reinforcing warmth and approachability.



Deliverables included:



  • Multiple visual directions to explore tone and personality

  • Final logo system with primary, secondary, and icon marks

  • Typography and color systems built for clarity and scalability

  • Supporting graphics tied to individual soup flavors

  • A full brand guidelines document to support future growth

AI generated vending machine mockups

AI generated vending machine mockups

AI generated vending machine mockups

Brothē swag mockups — thermos, beanie, and coasters

Brothē swag mockups — thermos, beanie, and coasters

Brothē swag mockups — thermos, beanie, and coasters

Brothē ad mockup

Brothē ad mockup

Brothē ad mockup

From machines to marketing: brand in action

From machines to marketing: brand in action

From machines to marketing: brand in action

To show the brand working in real contexts, I designed a range of applications including:



  • Vending machine exteriors and UI

  • Soup packaging concepts

  • Social media and launch graphics

  • Swag and merchandise mockups

  • Web presence and social brand kit

To show the brand working in real contexts, I designed a range of applications including:



  • Vending machine exteriors and UI

  • Soup packaging concepts

  • Social media and launch graphics

  • Swag and merchandise mockups

  • Web presence and social brand kit

To show the brand working in real contexts, I designed a range of applications including:



  • Vending machine exteriors and UI

  • Soup packaging concepts

  • Social media and launch graphics

  • Swag and merchandise mockups

  • Web presence and social brand kit

AI generated models and product mockups

AI generated models and product mockups

AI generated models and product mockups

AI generated lifestyle portraits – work, gym, on-the-go

AI generated lifestyle portraits – work, gym, on-the-go

AI generated lifestyle portraits – work, gym, on-the-go

From unclear vision to confident launch

From unclear vision to confident launch

From unclear vision to confident launch

The final brand system gave Brothē clarity, confidence, and momentum heading into launch. Ideas that initially felt difficult to articulate became tangible, shareable, and easy to stand behind.

The work helped the founder feel confident presenting the brand to others and generated strong early excitement around the visual identity.

Beyond the assets themselves, the process mattered. The founder felt heard, supported, and confident throughout.

Brothē launched with a clear point of view, a scalable system, and the confidence to move forward without second-guessing.

The final brand system gave Brothē clarity, confidence, and momentum heading into launch. Ideas that initially felt difficult to articulate became tangible, shareable, and easy to stand behind.

The work helped the founder feel confident presenting the brand to others and generated strong early excitement around the visual identity.

Beyond the assets themselves, the process mattered. The founder felt heard, supported, and confident throughout.

Brothē launched with a clear point of view, a scalable system, and the confidence to move forward without second-guessing.

The final brand system gave Brothē clarity, confidence, and momentum heading into launch. Ideas that initially felt difficult to articulate became tangible, shareable, and easy to stand behind.

The work helped the founder feel confident presenting the brand to others and generated strong early excitement around the visual identity.

Beyond the assets themselves, the process mattered. The founder felt heard, supported, and confident throughout.

Brothē launched with a clear point of view, a scalable system, and the confidence to move forward without second-guessing.

Brothē flavor icons

Brothē flavor icons

Brothē flavor icons

Brothē general pattern light

Brothē general pattern light

Brothē general pattern light

Brothē general pattern dark

Brothē general pattern dark

Brothē general pattern dark

Brothē supporting brand elements

Brothē supporting brand elements

Brothē supporting brand elements

Brothē flavor patterns

Brothē flavor patterns

Brothē flavor patterns

Brothē social assets

Brothē social assets

Brothē social assets

Brothē email signature mockup

Brothē email signature mockup

Brothē email signature mockup

Brothē brand guidelines document

Brothē brand guidelines document

Brothē brand guidelines document

Chinwe Shen

Chinwe Shen

Founder of Brothē

Founder of Brothē

“I have a bit more confidence now while looking at all the brand assets and the few people I have share them with are all excited.”

“I have a bit more confidence now while looking at all the brand assets and the few people I have share them with are all excited.”

“I have a bit more confidence now while looking at all the brand assets and the few people I have share them with are all excited.”

“I was looking for help with brand concepts and identity. Sean came highly recommended and my first meeting with him put me at ease.

He was able to capture my thoughts even when I couldn’t articulate them well enough. The initial concepts all came in handy and I can’t think of Brothē without one of those concepts in my head.

I have a bit more confidence now while looking at all the brand assets and the few people I have share them with are all excited.

It’s hard to say what I’m most excited about but it might just be the colors. Everything is so good.

Sean listened. Always. And he calmly exudes confidence.”

“I was looking for help with brand concepts and identity. Sean came highly recommended and my first meeting with him put me at ease.

He was able to capture my thoughts even when I couldn’t articulate them well enough. The initial concepts all came in handy and I can’t think of Brothē without one of those concepts in my head.

I have a bit more confidence now while looking at all the brand assets and the few people I have share them with are all excited.

It’s hard to say what I’m most excited about but it might just be the colors. Everything is so good.

Sean listened. Always. And he calmly exudes confidence.”

“I was looking for help with brand concepts and identity. Sean came highly recommended and my first meeting with him put me at ease.

He was able to capture my thoughts even when I couldn’t articulate them well enough. The initial concepts all came in handy and I can’t think of Brothē without one of those concepts in my head.

I have a bit more confidence now while looking at all the brand assets and the few people I have share them with are all excited.

It’s hard to say what I’m most excited about but it might just be the colors. Everything is so good.

Sean listened. Always. And he calmly exudes confidence.”

Sean Tremaine — Strategy → pixel-perfect clarity & conversions

Clarify the message. Refine the design. Sell with confidence.

Let's talk

Currently open to full-time, part-time, and contract opportunities.

Get in touch: seantremaine@gmail.com
Follow on Instagram and LinkedIn

Newsletter — Subscribe for timely thoughts & fresh fragments.

→ Chicago, IL (CST)

•

5:24 AM

Designed & developed in Figma → Framer

Sean Tremaine © 2026

Sean Tremaine — Strategy → pixel-perfect clarity & conversions

Clarify the message. Refine the design. Sell with confidence.

Let's talk

Currently open to full-time, part-time, and contract opportunities.

Get in touch: seantremaine@gmail.com
Follow on Instagram and LinkedIn

Newsletter — Subscribe for timely thoughts & fresh fragments.

→ Chicago, IL (CST)

•

5:24 AM

Designed & developed in Figma → Framer

Sean Tremaine © 2026

Sean Tremaine — Strategy → pixel-perfect clarity & conversions

Clarify the message. Refine the design. Sell with confidence.

Let's talk

Currently open to full-time, part-time, and contract opportunities.

Get in touch: seantremaine@gmail.com
Follow on Instagram and LinkedIn

Newsletter — Subscribe for timely thoughts & fresh fragments.

→ Chicago, IL (CST)

•

5:24 AM

Designed & developed in Figma → Framer

Sean Tremaine © 2026