Challenge: The personal project presented in a 30-day challenge I took was to develop a compelling visual identity for "Shenzhen Bubble Tea" to effectively promote its beverages across various platforms, including kiosks, menus, flyers, banners, and social media adverts.
Solution: To meet this challenge, I decided to depart from the current bubbly typeface, prioritizing readability while clearly communicating the specialty of boba tea. Drawing inspiration from typical American brand identities like Wendy's and Taco Bell, An illustrated, symbol-based vector logo featuring an iconic bubble tea character to enhance brand recognition and seamlessly integrate into cart signage and menus. Additionally, as she would be holding a cup of boba, the design allowed for flexibility to represent different bubble tea types with varying milk options, sugar levels, temperatures, and ice amounts. In addition, a colorful and impactful identity was created to stand out amidst the often grey street views, while maintaining a professional appearance fitting for a chain of bubble tea houses.
Implementation: The execution phase involved a detailed design process focused on embodying the brand's friendly and welcoming ethos. The visual identity was carefully structured to stand out amidst the bustling city streets of Shenzhen, exuding warmth and approachability. Leveraging cheerful and helpful service as key brand attributes, the implementation aimed to resonate with existing customers and attract new ones. To successfully showcase the versatility I wanted to showcase the identity through collectible stickers (and other touchpoints), likeminded to the Hard Rock Café collectibles, which would result in an increased visibility and recognition for Shenzhen Bubble Tea in case they expand their business.
Conclusion: In conclusion, the creation of Shenzhen Bubble Tea's visual identity exemplifies the effectiveness of thoughtful design in driving brand success. By prioritizing readability, clarity, warmth, vibrant aesthetics, and drawing inspiration from successful American brand identities, a branding solution that not only captures attention but also fosters a strong sense of connection with the audience was created.
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