Building a brand from concept to campus
Challenge
Create a new bubble tea brand designed specifically for university culture. The identity needed to capture the social nature of campus life while functioning effectively across multiple physical touchpoints.
Approach
I built a brand system rooted in personality and approachability. A custom character became the anchor of the identity, supported by bold typography and high-contrast colour. The system extended across signage, loyalty programs, and packaging, ensuring clarity, consistency, and visibility within a busy campus environment.
Outcome
The brand gained immediate traction with students. Its playful tone and recognizable visual language transformed a simple beverage offering into a social and shareable campus experience.
Visual Narrative
I developed a cohesive visual identity centered around a playful illustrated character and bold messaging. The system extended across environmental signage, loyalty cards, and product labels, ensuring consistency from large-scale installations to small-format collateral.