The Café

Since I'm a bit of a bubble tea fanatic, I created a brand concept and logo design for my own bubble tea café idea, called Boba Beach. My design for the brand was shaped by the personality and mission of the café, as well as its target audience, namely teens and young adults (the largest consumers of bubble tea). This playful, youthful, and fun café aims to set itself apart from competitors by challenging the grab-and go culture of many well-known bubble tea brands and instead promoting a leisurely and relaxed experience with a convenient place for patrons to sit and talk with friends. The café also aims to attract young people, many of whom appreciate trendy, colorful, and "instagrammable" aesthetics.

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Logo Design

This logo plays off the idea of an abstracted boba dot motif. The “boba” wordmark was created by removing the negative space in the type, which uses the Avenir typeface, and subtracting the remaining shapes from circles. The simplification of the letters to shapes makes the design more visually interesting and playful. The word “beach” is in Futura Bold. The rounded elements in both circle-inspired typefaces pair well with the boba dots, and the weight and capitalization of the word “beach” helps prevent the logo from feeling imbalanced from top to bottom or having too much empty space.

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Color Palette

The color palette was inspired both by the colorful bubble tea beverage and the beachy aesthetic of the brand, which was meant to associate the café with the season that people think of as a time to have fun and relax. This combination of peachy pink, yellow, and a slightly yellow cream is evocative of summer because these colors are not only warm and bright, but they are reminiscent of sunlight, sunset, and the beach. In addition, the pastel yellow and pink are reminiscent of many popular bubble tea flavors (like strawberry, rose, banana, honey, peach, and mango), which are often mixed with milk, making them slightly pastel.

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Brand Typeface

I chose Futura as the Boba Beach brand typeface, not only because it is based on the circle, which is reminiscent of boba, but also because its rounded elements give the typeface an approachable and modern feel. I designed a potential menu board section to demonstrate how typographic hierarchy could be established within the Futura typeface.

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Project completed for my Logos, Branding, & Presentation class.

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Below are some sketches of different logo ideas I explored (at this stage, I wasn't sure whether I would name the café "Boba Beach" or "Boba Bar"):