REIMAGINING A LOCAL BUBBLE TEA SHOP
ROLE
TIMELINE
TOOLS
OVERVIEW
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.
Instagram Followers
Age demographic
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 mascots, 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
The branding was created in 2012. It carries an organic, hand-drawn styled typeface which decreases legibility and scalability.
Old logo analysis
The branding and colour palettes are inconsistent across both their digital and physical spaces.
Branding & color palette analysis
DESIGN DECISIONS
The rebranded logo was created through pinpointing their three most brand defining pillars: their top drink (taro milk tea), symbol, and impact. Since the logo was hand drawn to preserve the organic nature of the logo and brand, a script font was chosen to accompany the visuals. This reinforced a cohesive design system with attention to colour palette from the taro purple shade, and authentic form in the typeface.
New logo
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
Things I'd do differently
Initially, I thought filming the marketing videos by hand would give me more creative control. However, I realized that if I had spent more time exploring a wider range of AI video generation tools and refining how I prompt them, I could've produced more consistent and scalable content. I want to continue building my ability to apply AI tools to better match creative intent with output.
Next Steps
In the future, I want to further develop this project by testing the rebrand in real-world contexts and gathering feedback from potential customers to understand how the new identity is perceived. Based on the insights, I would explore how the branding could evolve across different formats such as motion graphics, more packaging variations, and physical signage and merchandise.
SEE MORE WORKS
Visualizing and interpreting our dreams
