As the new type of tea is becoming more and more popular, YO TEA has been highly recommended by customers in the market of fruit tea. However, as the technique of fruit tea is not difficult, it’s so easy for other competitors to intimate. Meanwile, YO TEA has a vague brand awareness among customers, lack of core brand ideas and brand image, which makes it urgent to upgrade its branding.

 

YO! TEA is created in a fast-growing and innovative city, Shenzhen. The main consumer groups, including the 90s and 95s, have a rising need for healthy and fresh food. Moreover, it becomes a trend among young people to check-in cool places and good restaurants. Under this situation, we need to find the core brand idea for  YO!TEA.

 

According to the characteristics of fruit tea, we found that the core feature is “ refreshing”, which is also the operational and team spirit of this company.  Integrating the characteristics of young adults and fruit tea, we reach a brand idea that is “ enjoy this moment”. The visual identification system is also upgraded by following the spirit of “ interesting, freshing and concentrated”  from YO! TEA.

 

On visual design, we use the patent of  YO! TEA, which is a square cup shape as the main outline of  its logo.

-  “YO!” represents the idea of passion,  positive attitude and freshness. This logo reaches a great  balance with both the text and icon working together.

- It uses lemon yellow as the main color and the overall design is simple, clean and vivid.

- In order to enhancing the  interaction with consumers and representing the relaxing and joyful ambience, we use flat hand illustration to restore the purchasing scenarios and origin materials of the fruit tea.