Each A Cup

Overview

Within the framework of a UX Design module at Digipen Singapore, the project strived to conceptualise and produce a logo illustration, mixed media poster, and a cohesive mobile application for a brand, all accomplished within a 14-week duration.

End Product/Deliverables

Logo Illustration, Mixed Media Poster, Sketches, High-Fidelity Mockups, Style Guide and Figma Prototype

Brand Research

About the Company

In the 1990s, a food connoisseur once ran a confectionery business in Taiwan. Captivated by the wonderful combination that is delicious milk teas and chewy tapioca balls (also known as boba) showcased in street food markets, he was determined to introduce this remarkable invention called bubble tea, to Singapore. Thus, in 1999, Each-A-Cup was born.

Each-A-Cup's Mission & Passion

With a sincere heart for all to experience a special and delicious cup of bubble tea alongside reaping the health benefits of the diverse beverage options available, Each-A Cup constantly pursues its mission with strong ingenuity and passion. By continuously creating innovative recipes and adhering to high standards;

They ensure that each cup not only satisfies but also rejuvenates, encapsulating their brand's essence of "the goodness of each cup". Not only expanded their presence beyond Singapore but they have also established a strong foothold in Malaysia, Indonesia, and Brunei.

Current Logo (Whilst Undergoing This Project):

Logo Moodboard

Competitor Brands

First things first would be to look at how the bubble tea industry in Singapore generally does their logos according to their direction and style, as a reference. This will provide better clarity for our own brand and consumers when we go into brainstorming.

Working With What We Have

Researching further into Each-A-Cup's history and vision, it is clear that they also pride themselves in affordability when compared to other bubble tea franchises. This means that even youths such as young students are also able to afford the prices of their drinks. We can see that Each-A-Cup has decided to use the colour orange to represent this youthful and energetic energy, as well as using a more kiddish typeface for their logo to further cater and appeal to younger consumers. A thing to note is that their mission is to ensure that each drink is made of good quality ingredients and products to further the message of "the goodness of each cup". Therefore when considering and idealising the new logo, it is essential to consider these things; Showcasing a youthful and vibrant image, while still ensuring the consumer that the drinks are of the best quality.

With these in mind, the decision is to still keep the orange palette that the brand already has. With the previous logo of a mascot, the approach here will be to rebrand the new logo with a renewed version of the mascot, as it is a symbol and icon that many still associate the brand with as an identity. Moreover, the Chinese characters of Each-A-Cup hold utmost importance in the logo as it establishes the brand's mission origins (from Taiwan).

Logo Style Research and Ideation

#1: According to current branding

Referencing the old mascot, its shape form is more on the organic and abstract side. So there it is needed to research abstract shape designs and styles.

Another idea to add on was the eyes of the mascot being the tapioca balls that can be found in their bubble tea.

Since Each-A-Cup's most important aspect is its drinks, moreover the word 'Cup' is in the name, the idea of a cup in the logo is also something to consider.

Sketches (According to Brand)

Working with the concept of the "blob"-organic shape mascot, these are the sketches that have been done.

#2: Branching Out
(High-end 'Atas' Bubble Tea)

In this approach, instead of following Each-A-Cup's brand exactly, how about working around it so that it is instead a HIGH-END bubble franchise rather than a low-end one?

To reference, these are some bubble tea brands that sell more high-end bubble tea, ranging from bubble served with alcohol, to pretty-looking drinks, to even the packaging of the drinks being of a different style.

Sketches ('Atas' Bubble Tea)

#3: Branching Out
(Bubble Tea & Dessert Themed Café)

Another approach is to revamp the brand into a themed café concept, expanding drinks to dessert drinks, and serving dessert dishes alongside them.

Sketches (Themed Cafe)

Logo Illustrations

Further Variations and Advancements

Advancement for Final Selected Logo

Out of the 3 logo illustrations done, the logo following according to the brand is selected; With the blob mascot and Chinese characters as part of the logo. There is a further tweak to adjust some of the outlines to be brush strokes instead of a uniform thickness.

Moving on to the colour palette, the decision is to remain on the warm, orange analogous scheme with off-white and light beige as the highlights and brown and brown-black as the shadows.

The rationale for the range of highlights and shadows is so that the contrast does not appear too harsh on the final outcome.