Market Fit für Suppen Start-up Urban/Soup
Urban Soup GmbH is a Munich-based start-up founded in 2015 by then-students Tim Maiwald and Daniel Schmel. Their mission: to challenge conventional fast-food chains with delicious soups that are "sipped" directly from the jar.
Interior view of the Urban/Soup store in Munich with clear, brand-specific interior design as part of the consistent brand presence.
Detail from the interior design of the Urban/Soup store as part of the spatial brand identity in the build-up of an independent brand.
Verkaufsraum mit Theke im Urban/Soup Store in München als Teil des Markenaufbaus durch Corporate und Interior Design.
Packaging design of Urban/Soup soups in glass jars for on-the-go consumption in the corporate design of the gastronomy brand.
Visual world of Urban/Soup as a strategic element in building a start-up brand with a clearly defined visual brand identity.
Brand shooting of Urban/Soup defining the visual brand presence of the gastronomy brand’s corporate design within an urban context.
Image from the Urban/Soup brand shooting, positioning the corporate design–driven brand presence within an urban environment.
Color detail from the interior design of the Urban/Soup store as a defining element of the spatial brand identity.
Urban/Soup poster as part of the corporate identity, making the visual brand presence of the gastronomy brand visible.
Minimal interior design of the Urban/Soup store featuring the soup product as part of the corporate design.
Interior design of the Urban/Soup store with wood interior and color accents as defining elements of the spatial design.
Interior design of the Urban/Soup store in a restrained color palette, creating a warm and welcoming atmosphere while supporting the brand presence of the gastronomy brand through carefully placed accent colors.
Packaging design of Urban/Soup in the corporate design, presenting the gastronomy brand’s product range as a consistent packaging system.
Storefront of the Urban/Soup store in Munich as a defining element of the corporate design and spatial brand presence.
Detail from the interior design of the Urban/Soup store, where materiality and corporate design interact within the space.
Moodboard from the creation process of the corporate design and interior design for Urban/Soup, supporting the development of a holistic brand and spatial concept.
Material samples used to develop the interior design concept for the Urban/Soup store as part of a brand-defining spatial concept.
Urban/Soup poster in the brand’s distinctive green color palette as a defining element of the consistent corporate design and visual brand presence, characterized by strong typography, movement and an urban visual language.
Interior view of the Urban/Soup store with seating areas as part of a designed spatial concept for on-site experience.
Detail from the interior design of the Urban/Soup store, where the stone element defines the materiality and calmness of the space.
Wide view of the wall design in the Urban/Soup store, where modular elements, materiality and accent colors define the interior design
Staircase in the Urban/Soup store made of light wood as a central element of the consistent interior design and material-based spatial concept.
Wood material used as a modular back wall in the counter area of the Urban/Soup store as a defining element of a flexible, material-based spatial design.
Aufbauend auf der Fragestellung was Urbanität ausmacht, liegen dem kreativen Ansatz die Themen Improvisation, Vernetzung und Abgrenzung sowie subkulturelle Kommunikation zu Grunde.
Pantone Color of the Year 2026
