Bubble Beat Brand Identity Development

BUBBLE BEAT

Brand Identity Development - Case Study

In 2017 we started the collaboration with Bloom S.R.L. with the goal to create a new brand of Bubble Tea Shops in the city of Milan, Italy.

Bubble Tea shops in the city were mainly located in the chinese district and owned by chinese people, without a business goal to be developed into a franchising network and without a proper Brand Identity.

The goal of Bloom S.R.L. was to embrace this new young trend already famous in Europe and around the world and bring it to Italy, specifically inside

big shopping malls. To create something a bit different from the competitors and with a more "Italian" flavor, the main idea was to change the focus from "TEA" to "DRINK".

After a competitors research and overall overview about the Bubble Tea world, the first task was to identify the name of the Brand.

Many proposals were evaluated following these 3 main themes:

Fun | Evocative | Abstract

The result were these 3 different preliminary directions for the newborn brand:

The client liked the first proposal due to the fact that the main target would have been teenagers spending their time in big shopping malls in the weekends and music is a really powerful element for young generations but can attract all different ages; the "fight" was between this and the third proposal, which was interesting and catchy thanks to the mascotte but ended up losing for few points in favor of the first.

Bubble Beat plays with the theme of Music.

Following this, we imagined and proposed small bubble mascottes inspired by singers or different music genres.

These mascottes could have been used on social media to present a new taste or its favourite "playlist" of drinks.

The different and colored drinks could have been inspired to famous songs.

The store and all the brand identity followed this direction.

The first logo tho needed some rework and refinement so we presented these 2 new versions:

The first proposal was inspired by street art and graffiti with a handwritten calligraphy style, while the second proposal was more regular in order to be used as a sticker on glasses, flyers, business cards etc.; it allowed also to play with the trasparency of the mark and text, which would have been colored depending by the color of the drink choosed.

This second proposal was approved.

The next step was to identify the first shopping mall that would have served as first test and a maker for the kiosk.

We started creating all the graphics for it.

Obviously the client forced us to have a "bigger" logo so we had to display it inverted and horizontally, even if against our advices.

And this was the final approved layout (not truly happy with it but the budget and the limited time forced some decisions):

By the day the first kiosk opened, we refined the 12 different mascottes which would have been associated to the different drinks.

We also invented 10 different pre-made drinks modifying famous songs, but each customer would have been free to invent a drink depending on his/her favourite tastes.

Finally we kicked off with the Website design and Social Media accounts (Facebook & Instagram).

We planned 2/3 posts a week with different contents to grow the audience, since the shopping mall was not in the city center and not really well known. We also made a quick photoshoot to promote the different drinks.