Created in Taiwan in the 1980s, bubble tea gained popularity in Asia and gradually became a global phenomenon. The Asian bubble tea market is overly saturated by sugary, unhealthy concoctions. With an opportunity to revolutionise the traditional bubble tea landscape in Asia, the challenge was to create an entirely new brand identity and interior design for a vegan bubble tea brand, a pioneering advocate for healthy teahouses in Hong Kong. Unlike other bubble tea shops in the city, Mother Pearl takes a root-to-stem approach to minimise food waste and offers nutritious drinks that are designed to fuel everybody.
During our research, we recognised that bubble tea drinkers drew an immense amount of delight and happiness from bubble tea. Unlike coffee, there is an element of surprise and an expected reaction based on the interactions with the wide variety of drink choices. For many, drinking bubble tea is an indulging ritual, a momentary escape from the world. To highlight the beauty of the craft and processes that make this bubble tea drinking different, our approach was to create a simple and memorable brand identity system that resonates with our client’s ambition to scale globally. With a limited budget, we utilised raw and natural materials and created a memorable identity for the brand’s 350-square-foot flagship store, whilst staying in line with the simplicity of the consumer experience. We also considered the location of the store, especially its surrounding urban and bustling environment, and posited the space as a portal that allows visitors to reflect and to take a pause in between the hustle and bustle.
When sipping bubble tea, the spring-loaded pearls of tapioca instantly demands our attention. Confronted by the unapologetic chew of the pearls, we unconsciously transcend into a state of unexpected satisfaction. Serving as a vessel for the delightful sensations that emerge, the icon’s negative space evolves with seasonal and flavour changes. The humanist sans-serif in the logotype reflects Mother Pearl’s handcrafted teas, mimicking the imperfect nature of human process in the contrast of its strokes and counters. From the cloud of pearl-shaped lights floating above, to the dark olive green facade that opens a portal to a mystical universe, Mother Pearl expresses dimension through its organic materiality, drawing the consumer deeper into the sweetness of the present.
Driven by asian heritage ingredients, Mother Pearl’s brand identity embodies the brand’s positioning as thoughtful, eco-conscious and innovative, while conveying the brand vision of providing a cleaner, more sustainable beverage option for today’s savviest of consumers.
- Agency/Creative: A Work of Substance
- Article Title: Hong Kong’s Pioneering Vegan Bubble Tea Shop by A Work of Substance
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Identity
- Agency/Creative Country: Hong Kong
- Market Region: Asia
- Project Deliverables: Brand Creation, Brand Experience, Brand Identity, Brand Naming, Brand Strategy, Branding, Graphic Design, Identity System, Packaging Design, Research, Retail Brand Design, Tone of Voice
- Industry: Food/Beverage
- Keywords: Cafe Design, Interior Design, Branding Design, Identity Design, Bubble Tea, Vegan, Hong Kong