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Overview
The Problem
Research
Design Decisions
Final Delivery
REIMAGINING A LOCAL BUBBLE TEA SHOP
Sweet Dreams Teashop Rebrand
ROLE
Brand Strategy
Market Research
Visual Identity Design
TIMELINE
5 weeks
November 2025
TOOLS
Adobe Ilustrator, Photoshop, Firefly, Express
Figma Design
Procreate
OVERVIEW
This student project reimagines Sweet Dreams Teashop, Waterloo’s original bubble tea shop. By maintaining a balance between organic and inorganic design, the redesign modernizes the visual identity while preserving it's authentic nature.
THE PROBLEM
Outdated and Inconsistent
Their design system is from 2012, and is not consistent across their digital and physical products.
RESEARCH
Competitive Analysis
I analyzed nearby competitors to understand their physical products, branding, and marketing.
BRAND STRATEGY
The Story
By reshaping the story of the customer experience, I created a narrative that better suits the brand. Centered around a "soft escape," its a sensory experience that invites customers to slow down and enjoy small moments of comfort.
"Sip. Breathe. Drift"
DESIGN DECISIONS
Logo &
Design System
The logo was created through pinpointing their three most brand defining pillars: their top drink, symbol, and impact. Simultaneously, the typeface and colour palette started falling into place, reinforcing a design system that cohesively brought everything together.
Our top drink
Our symbol
Our impact
Our logo
FINAL DELIVERY
Final Designs
Mockups
Reflection & Key Takeaways
Effective branding is rooted in a deep understanding of the values, intentions, and experiences of those who engage with it. While this rebrand encourages a simple message: slow down and savour life’s sweetest pauses, it also reminded me that clarity in design often comes through empathy and simplicity, not complexity.