Chatime
Good Tea, Good Time – A Brand Refresh
Brand System
Phoebe Tse
Creative Consultation and Lead Designer
Roxanne Tsui
Director of Marketing & Branding
Wilfred Chung
Creative Manager
Chatime is an international franchise, originated in Taiwan, specializing in bubble tea beverages. I was approached by the Canadian master franchise for a brand refresh opportunity.
Chatime Canada first launched in 2011 in Toronto, the first bubble tea franchise to reach Canada. Today, there are more than Chatime 70 location across the nation among a highly saturated bubble tea market. In 2019, the Canadian marketing team refined their brand and marketing strategy to appeal to a wider range of audience and set the brand apart from competitors.
Based on my experience working in-house as a designer for multiple international food franchises, I was hired to consult and lead the design on a brand refresh to align with the new strategies for Chatime Canada. My design responsibilities included brand system, brand guidelines, packaging, marketing (in print and digital), merchandise, and consultation in photography, store interior design (new design and update existing locations), and innovative marketing.
This project has led to more opportunities of working, on a freelance basis, with the same design and marketing team on different projects for Chatime Canada, and sister brands such as Bake Code and Chatime Innovation Bar.
Reimagining Chatime's Visual Identity
The prism texture has always been apart of Chatime Canada's visual identity. I took the triangular shapes within the prism texture to create a deconstructed concept utilizing the 3 pre-approved purple brand colours in gradients and overlays, occasionally using a hint of the teal or pink to add a focal point in some application. Inspired by the pattern found on tea leaves, I create a texture made-up of lines for subtle use to add visual interest or visual guidance in applications with large areas of white space.
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