Boba Mocha is a tea shop specializing in boba tea, coffee, and snacks.
Bubble Tea, also known as pearl tea or boba tea originated from Taiwanese tea shops in Taichung, Taiwan during the 1980s. The oldest known bubble tea consisted of a mixture of hot Taiwanese black tea, small tapioca pearls (粉圓), condensed milk, and syrup (糖漿) or honey.
It was important to capture the essence of boba tea through the logo. Boba Mocha's original logo is stylized enough to make it unique, but lacks any modern aesthetics.
For the logo re-design, I took heavy inspiration from two popular drink flavors, Rose milk tea, and my personal favorite, Taro milk tea. T
he logo also features boba tea's most recognized topping, the tapioca pearl, also simply known as 'black boba'.
I wanted to introduce business cards to the branding of Boba Mocha if it can double as a promotional feature, but also an incentive for customers to return.
The first approach I wanted to chase was 'fun'. These needed to be fun and tempting. Here, I introduce the liquid graphic which will become more prevalent throughout the branding. I wanted to immerse the customer into the world of milk tea.
Next, I needed to translate the branding to the items that customers will be interacting with. Most importantly were the cups. Whether you're purchasing milk tea, or coffee, it needs to be a visual experience.
The milk tea design yet again takes inspiration from tapioca pearls, as seen through the pink bubbles that will wrap around the cup.
The coffee cup is kept simple and sleek. Just like coffee. It utilizes the linear version of the Boba Mocha logo redesign.
The app icon enhances the 'immersive' approach through the use of liquid swirls that almost make you feel like you can taste it.
The app personalizes your experience, and incentivizes you through the standard point system.
The final step in extending the incentives and marketing campaign is a magazine spread used to promote the "Drink, #Share, Drink Again!" campaign.
Boba tea has since taken over social media due to its cute aesthetic and associating fun with friends. Because of this, it was important we utilize this through our campaign.
Again, you are to feel immersed in the cult word that is boba tea through these exuberant graphics that take up the space of the magazine.
Lastly, I designed a website to feature all of the branding introduced for Boba Mocha, as well as any promotional material and incentive opportunities.
The website also doubles as a menu to make picking your drink or snack less overwhelming, as the flavors are almost endless!
I often find myself staring at the menu in the store wondering what to try next.
