Client ········· Moge Bubble Tea
Medium ········· Branding
Location ······· New York
Medium ········· Branding
Location ······· New York
Role ······ Art Director, Designer
MOGE Bubble Tea
Rebranding identity for MOGE TEE
MOGE TEE is Chinese based bubble tea brand that has 280 stores all over the world including in the U.S. Thisrebranding project started because the brand wanted to make the identifier more familiar and suitable for the young American audience.
Before
After
In the process, our design team came up with 3 principles in design for the brand, which are “SIMPLE”, “BOLD”, and “FUN”. To attract younger customers in the U.S., we got rid of the Chinese letters and instead used a shape that represents MOGE(German for “wish”) and friendly community.
Final Identity
In the final version, we used a blue color that stands out among other bubble tea brand. It is visible on every packaging.
Style Guideline
