Soul Origin is stepping into an exciting future with a fresh and dynamic approach to nutritious fast food.

This year the business will unveil its first drive-thru store, hot on the heels of a stunning brand refresh.

Soul Origin’s highly anticipated new store format will launch in Victoria this year, with plans to expand the model across Australia and New Zealand in the coming months.

Hao Quach, Soul Origin founder and managing director, says “Drive-thru was the next evolution for the brand. We identified a gap in the market for exceptional barista-made coffee and fresh, nutritious and delicious food options that are conveniently available.”

It’s a natural next step that aligns perfectly with Soul Origin’s commitment to convenience. 

“We’ve always been about making life easier for our customers, whether it’s through our fresh food offerings or our convenient store formats,” Hao says.

“This is just another way we’re offering convenience, without compromising the quality of the products we serve.”

Drive-thru model and brand refresh elevate the brand

The introduction of the drive-thru is expected to be a game-changer for the brand. It will offer customers another easy way to enjoy Soul Origin’s fresh and nutritious food.

This exciting addition will expand the brand’s footprint, and new drive-thrus and standard store formats alike will sport a vibrant new look that elevates the Soul Origin brand.

In November 2024 the eye-catching fresh look was unveiled at the well-established store at Westfield Paramatta.

And it has clearly brought dividends. “The impact of the Parramatta store has exceeded our expectations!” says Adam Neill, Soul Origin’s chief operating officer.

“Our customers’ feedback is aligned with our intention, with commentary such as ‘fresh’, ‘bright’ and ‘an absolute standout in the food court’, heralding to customers that Soul Origin is here.

“The response from the landlords has also been overwhelming positive and our current franchise partners are keen to refurbish,” he says.

A brand refresh that puts the spotlight on coffee

“The new logo, our icon, is integrated with our new tone of voice, underpinned with the message Goodness made Great.”

The bold store decor has vibrant saffron as its hero colour, set against earthy, natural tones. This striking shade stars across the board, from brand icon, coffee equipment to packaging.

The store transformation was two years in the making, from the customer research, strategy, and design through to the well-executed build.

Soul Origin will rollout this sleek new store design across approximately 25 locations this calendar year. All new stores in all formats will sport the fresh-faced design.

As part of the rollout, Soul Origin is enhancing customer experience with the introduction of digital menu boards while maintaining the brand’s core pillars: fresh, nutritious food and exceptional coffee. 

“We wanted to make sure we elevated the brand without straying from our commitment to quality,” says Adam. “The food and coffee will always be the heroes in every store we create.”

The redesign shines a spotlight on coffee, a core element of Soul Origin’s identity. The coffee area will be a focal point in each store, underscoring the brand’s dedication to providing the highest quality brew.

“The new look complements the freshness and quality of the food we serve, with an updated space that reflects how serious we are about delivering exceptional coffee,” adds Adam.

Taking franchise partners on the journey

As part of the brand’s evolution, Soul Origin released new packaging last year. The packaging update is almost complete across all product categories. 

The company has also fine-tuned store fit-out costs to ensure a cost-effective rollout across the network. “We’re focused on making this rollout smooth and affordable for our franchisees. It’s about thoughtful material choices and effective use of equipment,” Adam explains.

“We’re reinvesting in the business and taking our franchise partners on this journey with us.”

With a fresh, vibrant new look and an exciting drive-through model, Soul Origin is set to make an even bigger impact on the food and coffee scene.