EXPRESSOUL
E-commerce brand
EXPRESSOUL
EXPLORE YOUR SOUL
Year
2022
Project Category
Interior Design / Visual Identity & Branding
Expressoul is a fast-casual phenomenon, blending crave-worthy flavors with a dynamic, customizable dining experience. With over two decades of success, a passionate following, and ambitious plans for expansion, Expressoul sought a brand evolution that would ignite its next chapter of growth and set a higher standard for the QSR category. The challenge was to modernize the brand while maintaining the essence that had made it a beloved destination for generations of diners.
JASTOR VALUE
That’s where Jastor came in. We partnered with Expressoul to redefine every touchpoint of the brand, creating a modern identity that is bold, scalable, and built to compete at a national and international level.
Our work included a comprehensive redesign of the visual identity, packaging systems, menus, signage, and digital presence, each element thoughtfully crafted to reflect the brand’s vibrant energy, creativity, and commitment to flavor innovation.
DESIGN SYSTEMS
EXPRESSOUL
This wasn’t just a refresh—it was a strategic transformation. Jastor developed a brand platform that resonates with today’s younger, design-savvy audiences while staying true to Expressoul’s loyal customer base. From color palettes and typography to packaging ergonomics and menu structure, every detail was meticulously designed with growth and operational scalability in mind, ensuring consistency across multiple locations and future markets.
IDENTITY
In addition to aesthetics, we focused on the customer experience, ensuring that every interaction with the brand—from digital ordering to in-store engagement—felt seamless, inviting, and aligned with Expressoul’s playful yet premium personality. The refreshed brand encourages exploration, celebrates creativity, and positions Expressoul as a leader.
EXPRESSOUL
SOLUTION
The result is a cohesive, high-impact brand that captures attention, inspires loyalty, and drives growth. Expressoul is now equipped with a design system that not only strengthens its current presence but also positions it to scale confidently, delight new audiences, and thrive in a competitive national and international market.
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