We designed and built a launch-ready service concept for a new drinkable on-the-go soup.
One of Finland’s largest and most prestigious food companies, Saarioinen, had built their own concept for a drinkable on-the-go soup that they needed to develop into a launch-ready, desirable service product. The client well understood the opportunities afforded by design thinking and agile customer-centric development, so they chose Hellon to lead the process from business model building, through to customer experience and marketing concept design.
During the year-long collaboration, service design methods were used to involve important stakeholders, discovering new service business opportunities and revenue streams that would ensure a successful launch for the new product. The on-the-go soup service was called Soup ‘n’ Soul, and was developed through an iterative prototyping process that included live testing with customers and service providers.
Experimenting with different ways to heat the soup; making new, labelled cups to test
One of the key stages was choosing the right service provider for the new service. Hellon saw opportunities in professional baristas who could provide customers with a beautifully presented cup of soup. The well-established Robert’s coffee shop was chosen as the best service partner for the piloting and live testing, and throughout Hellon’s unique 3-day LiveLab testing, significant development ideas were gathered from employees and customers.
Findings from testing were brought back to the design table and used to create the brand identity and marketing concepts for this healthier fast food experience. The visual identity created by Hellon was clear, easily understandable and approachable. After Hellon’s deliverables, plus piloting and a successful initial launch, consumers and distributors were extremely excited about Soup ’n’ Soul. Saarioinen is currently increasing the launch volume and expanding the targeted market.
1. Pick your fresh vegetable base 2. Add flavour options 3. Select topping. Then ask a barista to blend and heat it for you.
Hellon took a convenience soup product and brought it into the modern day. Instead of buying a ready-made soup off the shelf, the consumer can now create their own tasty Soup’n’Soul soup by choosing a base, additional flavours and a topping, and enjoy a memorable service experience.
The soup is made at the café by baristas and heated with existing coffee machine equipment. The soup can be eaten with a spoon at the café, or consumed straight from the cup, on-the-go.
Soup’n’Soul is a healthy alternative to traditional fast food. It recognises the time-deprived modern consumer and brings forth a valuable solution that supports a healthy sustainable lifestyle.
Saarioinen trusted the opportunities illuminated by our design thinking, and courageously moved from producing products into offering holistic product-service experiences; a completely new service business area. Previously, Saarioinen had tended to avoid design thinking at this scale and had instead utilised more traditional management consulting for product development. This new design process gained passionate support and embrace from Saarioinen management, supporting them to broaden their perspective and rethink products more holistically.