Greenhouse partnered with Jump Strategy to realise a new concept in the fresh soup category. Fusion and Street is a fusion of the global street food phenomenon and fresh, full flavoured soup. It aspired to bring inspirational and vibrant flavours of the world to a category that had become quite familiar. The energy, edginess and authenticity of a street-food experience needed to be conveyed, while still being contemporary, convenient and foodie.
Greenhouse designed packaging that takes you to that street food stall—A Taste of Mumbai, Chicken Soup with Garam Masala Spices and Basmati Rice or A Taste of Marrakech, Vegetable Soup with Puy Lentils, Cumin and Ginger.
Colour palettes are simple and contrast to the category norms, while use of travel photography also stood out in an ingredient led environment. Fusion and Street has seen massive success, both inspiring existing soup consumers and bringing brand new consumers to the category itself.