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.

Regarding the branding, our tasks started with naming, conceptual thinking and storytelling. Once the “brand definition” phase was done, we did brand identity (visual and verbal) and a lot of applications: menus, packaging, clothing, art direction for product photography, social media visual strategy, signage and spatial brand applications for the store.

To create the identity, we used “bubble tea” as a trigger to explore different types of circles, semi circles, full and empty forms. The idea was to get inspired by the bubble world but without showing it literally, that’s why we used abstract forms, so as to be open to various possible interpretations. Also, we investigated asian bubble tea brands, in order to understand how they function, but then we worked with the premise of generating an international brand, with a subtle Asian reminiscence, that can settle well in Argentina and welcome people from all over the world.

All in all, we focused on a minimalist and geometric expression, a youthful color palette and a tone of voice that speaks in favor of tradition in a concise and 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 Argentina’s current imaginary.