Soul Food

Ciarán started Soul Food with Overnight Oats in his mum’s kitchen. By 22, it had grown into a business employing family members, opening a café, and building real momentum. With that level of early success comes pressure and the need to keep growing, keep pushing, keep delivering.

As we worked together on the next phase, the challenge was to create a brand that could hold its own in a crowded category while still carrying something personal at its core.

We built a system that was bold, simple and instantly recognisable from a distance. Strong colour blocking, a confident typographic mark and a clear hierarchy allow each flavour to stand apart while still feeling part of a cohesive family. The result is a range that punches through in fast-paced environments and is easy to navigate at speed.

Alongside this, we wanted to embed something meaningful into the identity. A quiet reminder, not just a visual. That’s where the hummingbird comes in.

Humming is known to stimulate the vagus nerve - the system that helps regulate stress, digestion and calm. It’s a small action that brings the body back into balance. The hummingbird became our symbol of that idea: energy with steadiness, movement with control, growth without losing yourself in it.

It’s a mark for Ciarán as much as it is for the brand. A reminder to stay grounded while things move fast. To protect your energy. To look after what you’re building.

That energy has carried beyond the pack. The brand has built a strong community through run clubs, collaborations and shared moments, becoming a genuine reflection of Ciarán himself - his drive, openness and enthusiasm.

Since the rebrand, Soul Food has doubled it's revenue and stockists.