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 located near the university campus.
By maintaining a balance between organic and inorganic design, this redesign modernizes their visual identity while preserving it's authentic nature.
RESEARCH
Brand Analysis
In understanding the brand, I began by visiting the teashop in-person and taking a look at their social media platforms. I quickly noticed the absence of a cohesive design system. Although the shop was well known within the community, its visual identity lacked consistency and a clearly defined brand direction.
4, 658
Instagram Followers
18 - 26
Age demographic
Students
Targeted Audience
Store front and social media brand analysis
Competitor Analysis
I noticed that popular competitors in the area were Gong Cha and The Alley, both bubble tea business with cohesive and strong brand identities. Since both competitors didn't have very memorable mascot, I prioritized incorporating one in the new logo as a way to differentiate Sweet Dreams.
Gong Cha and The Alley visual identity research
THE PROBLEM
Outdated and Illegible
The branding was created in 2012. It carries an organic, hand-drawn styled typeface which decreases legibility and scalability.
Old logo analysis
Inconsistent visual identity
The branding and colour palettes are inconsistent across both their digital and physical spaces.
Branding & color palette analysis
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 cohesive design system.
Modernized but authentic
New logo
Consistent Design System
New design system
FINAL DELIVERY
Mockups
From product packaging, to loyalty stamp cards, and a new powdered bubble tea line, these mockups visualize the physical appearance of the reimagined product.
Mockups of product packaging and merchandise
Rebranded Product Shots
With the new logo, this product shot displays the new branding within a physical space and conceptualizes the product in commercial cinematography.
Marketing Concept Video
This marketing video addresses the targeted demographic of university students, including a short-form video with fast-cut editing to engage viewers.
TAKEAWAYS
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.
SEE MORE WORKS
Visualizing and interpreting our dreams
