At the beginning of 2020 we were called to create an innovative Tea brand that would revolutionize the local market. Thus, we investigated both the history of Tea and the actual global trends among which Bubble Tea is the main product. Our plan was to promote a fun and dynamic experience that could provide a happy moment and offer something new. Our goal was to create a brand that would look at the future, while honoring and respecting Tea's millenary culture. As complex as it was to develop a brand during a global pandemic, we worked remotely throughout the whole process and the results surprised us. We teamed up with The Wall architecture studio to create a stripped-down interior design with colorful lighting, metallic textures and translucent surfaces that conveyed a futurist feeling.
On the branding side, we focused on a minimalist and geometric expression, a youthful color palette and a tone of voice that speaks in favor of tradition concisely and in a straight manner. The logo, a character (without gender or age) drinking with a surprised look, is the human touch the brand needed. This combination results in a clean and fresh brand that renews a traditional proposal and updates the face of Tea in a current imaginary.
Creative Direction: Melisa Rivas, Manuela Ventura & Crista Bernasconi.
Design: Melisa Rivas, Nicole Kupczok, Malena Sueiro & Crista Bernasconi.
Architecture & Interiorism: The Wall.
Photography: Vidriera Foto & Somos Flia (product, situations); Federico Kulekdjian & Ale Blanco (architecture).