Visual identity transformation for the franchise of the popular bubble tea drink 

«Bubble team». 

In 2023, the owner contacted us to restyle the brand. The client wanted to revitalize the brand with branded characters and a bright, modern identity. Bubble team is not just tea with juice balls, but a real explosion of emotions and tastes. The juicy pulp of the berries combines with the bursting fruit balls and creates an amazing combination of freshness and delight. The client wanted to see visual references to Asia, because the owner delivers the main raw materials for tea production from the island of Taiwan. That's why we did visual identity with bright mascots. But what will the branded characters be like?

The client came to our agency in this form. The same design was used at points of sale and at franchisees, while in the online store it was completely different. There are outdated images and design, lack of a design system, unmanageability, and blurred brand identity. In general, there is something to work on.

We received all the introductory information, introduced the customer to the project team, conducted an interview and got to work.

The project manager and art director immersed the designers in the project, outlined tasks and deadlines. Designers began collecting mood boards. Mood boards in be art agency are not just a collection of visual trends or design options, they are also semantic finds. 

We are primarily looking for ideas, concepts, metaphors, not visual images. The result was 5 substantially different solutions that, in our opinion, could work. In them, we described our thoughts about each moodboard, described the pros and cons of future design systems, their advantages and bottlenecks. They indicated what you should pay attention to. Then we prepared a presentation for the client, where we described each option, and presented it at an online meeting.

We immersed ourselves in the product, berry syrups, the island of Taiwan and the brand's audience. We studied competitors and trends. We launched the design into development.

The Bubble team’s identity turned out to be bright, friendly and at the same time a little daring — to match the brand’s target audience: fashionable, active young people who want new emotions and impressions.

The logo has a dual character (Russian and Taiwanese) and seems to consist of two halves: «BUBBLE» is always written in bold and occupies the main part of the layout, and «team» seems to be signed on top — lightly, wildly, quickly. The block structure of the logo allows you to use its elements to post content. The letter «U» is transformed into a content space, and the spaces inside the «B» are transformed into buttons for a website or application.

Juice balls contain a delicious topping inside that evokes bright emotions, so the key visual image of the brand is bubbles with emotions. We want to share emotions, so we placed bubbles in the characters’ palms and added taste descriptors.

The font solution reflects the dual nature of the brand. The display header font Flamefiretype speaks of courage and audacity. With its broken forms it refers to Asian hieroglyphs. For the body copy, we chose Montserrat Bold to convey the friendliness and openness of the brand.

Branded characters reflect the main consumers of bubble tea: they are open to the world, wear T-shirts and hoodies, and are not afraid to show their emotions. The characters share their impressions with each other, exchanging juice balls. Branded graphics and characters make the brand unique. Young guys are not afraid to be themselves, joke, live, try new things. The impression of the product flows into the design and into all communications, making them bright and noticeable. Bubble team with this design will increase its influence on bright and young people. This is what bubble team is all about: a modern, elegantly multicultural, bright, tasty, fast and funny brand.

Агентство — be art
Руководитель проекта — Юлия Лебедева
Команда со стороны клиента — Татьяна Воронцова

Арт-директор — Данил Снег
Ведущий дизайнер — Екатерина Шпакова
Команда дизайнеров — Наташа Шпакова, Света Федотова, Ксения Глаткова
Технический дизайнер — Ксения Ларионова
Иллюстрации — Екатерина Шпакова
Моушн-дизайн — Мария Черкасская, Саша Шпакова