Hale and Hearty, a New York City institution known for feeding hungry crowds during the lunch rush, needed a brand refresh to capture their craft quality and history while holding their own against expanding competitors like Pret a Manger and Just Salad. To achieve this, we drew inspiration from the chalkboards the restaurant used to announce its daily soup specials, creating a visual identity with bold, industrial typefaces and cheeky headlines. This approach, exemplified by headlines like “Soup so close to homemade, you’ll be calling us ‘Mom’,” highlighted the quality of Hale and Hearty’s ingredients and brought the brand’s personality to life. The revitalized aesthetic extended to the iconic soup containers and a complete redesign of the flagship Brooklyn store, which then became the model for expansion across all 30 locations. Authentic designs proved to be a recipe for success, culminating in the company’s acquisition by private equity.
Client
Hale and Hearty
Services
Research & Strategy
Brand Development
Messaging Strategy
Print & Digital Marketing
Photography and Art Direction
In-Store Marketing
Environmental Design
“Soup so close to homemade,
you’ll be calling us ‘Mom’.”
— Hale and Hearty
Brand Design
Hale and Hearty’s dedication to crafting exceptional soups has always been their hallmark. In refining their brand, we mirrored that same commitment to quality, carefully crafting each design to reflect the care they pour into every bowl.
Stats
“The refurbished stores, designed by Big Idea, are changing perceptions of the Hale and Hearty brand. The work is helping define who we are. The best part is that our stores have shown improved performance. Measurable results are the highest form of praise we can provide. It’s incredibly exciting!”
— Yael Miller Director of Marketing, Hale and Hearty Soups
