PUOS is a contemporary food brand that reinterprets traditional broth-based dishes through a modern lens. The name ‘PUOS’ is a reversal of the word ‘SOUP,’ reflecting the brand’s aim to view familiar foods from a new perspective and redefine everyday eating culture. Going beyond Western-style soups, PUOS offers a wide range of menu items, including stews, curries, and Korean-style soups and stews, all rooted in the pursuit of a healthier and more relaxed lifestyle. OSC developed a brand identity that clearly communicates PUOS’s values while allowing for flexible expansion across various applications. The logo was designed with simplified forms to express the brand’s focus on clarity and familiarity, while the rounded, soft structure conveys the warmth and comfort associated with nourishing food. The overall identity system—encompassing color, typography, and spacing—was designed to maintain visual consistency across physical and digital touchpoints. The result is a brand that quietly and confidently communicates PUOS’s sincere approach to food culture.