Rebranding AtTea Sg
- kAi Gwee
- Oct 22, 2024
- 4 min read
Updated: Nov 2, 2024
In early 2024, I had the pleasure of being commissioned by AtTea SG to redesign their cups as part of their AtTea 2.0 rebranding effort. As someone whose wife is an avid bubble tea enthusiast, this project was particularly exciting for me. I was eager to see what set AtTea apart from the many bubble tea brands I’ve known since my childhood.
Image: Today Online
For the uninitiated, AtTea is a bubble tea brand launched by Taiwanese singer Jam Hsiao. It first made waves in Taiwan before arriving on Singapore’s shores in 2020 through a franchise system.
To kick off the project, I met with BaoConcepts, the master franchisee of AtTea in Singapore, to better understand the brand’s vision for the rebranding. We discussed what they hoped to achieve moving forward and, more importantly, how I could bring their ideas to life through design.
Brief
The challenge was to redesign AtTea’s cups and carriers, making them fun and approachable, while reflecting the brand’s commitment to high-quality tea leaves and brewing method. Unlike many bubble tea brands that pre-brew large batches of tea, AtTea prides itself on freshly brewing each cup to order. Each drink includes a tea bag and is brewed using a unique double-brewing method to enhance flavor.
The design needed to showcase these premium elements - highlighting the use of quality tea leaves, the single use teabag, the richness of the flavors, and the idea that every sip offers something surprising and delightful.
Research & Conceptualisation
After the meeting, my next task was to figure out the look and feel for the new cup design. Should the cups be transparent to show off the drinks or fully covered? Should we add illustrations? Fortunately, the material chosen for the cups would help the design shine through at a later stage.
Sketches of the initial ideas
I started with my usual process—sketching out ideas and selecting a few to present. But this time, I took it a step further by creating mock-ups to give the client a clearer picture of the final product. It was a bit more work, but well worth it to ensure the concepts were understood.
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Presentation of the initial ideas to clients
Selection of Concept
After presenting the concepts to Bao Concepts, they chose a few further develop. AT Tea’s original slogan was “Dare To Be Different,” and I wanted to reflect that through a bold typographic design. Additionally, I proposed a new slogan, “Single Sip Perfection,” to highlight AT Tea’s commitment to creating the perfect bubble tea—where the essence of their quality can be experienced in just one sip.
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2nd Presentation of the refined concepts to clients
2nd Presentation
At the 2nd presentation, I showcased the refined versions of the selected concepts. The project involved two different cup materials - metallic and iridescent - both of which played a key role in enhancing the designs I had envisioned. At this stage, the client chose Concept 1 (from the previous presentation) and Concept 1B for the iridescent cup, and Concept 5C for the metallic cup. For Concept 5, I created icons to highlight specific elements of the cup design. We also decided to modify the slogan from “Single Sip Perfection” to “One Sip Perfection,” which I felt sounded catchier. The client then added a Chinese version of the slogan as well.
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3rd & 4th Presentation of the refined concepts to clients
3rd & 4th Presentation
At the 3rd and 4th presentations, the focus was on showcasing the finalized designs. The client was torn between Concept 1 and Concept 1B for the iridescent cup, so I created a mock-up to help them visualize the designs more clearly. For the metallic cups, we explored different slogan design options, but ultimately, a single-line design was chosen for its cleaner look. I also gave the client a choice of fonts - one from the brand guide (Jennifer Lynne), and another that I personally suggested.
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Final Presentation to clients
For the chosen orange metallic cup concept, I aimed to highlight the layered flavors and steps involved in brewing the perfect cup of tea while retaining the striking color scheme. This layered approach would also carry over to the brand book design. The central orange triangle represents the tea bag, symbolizing the precise brewing process and the blend with milk, creating a visually layered and flavorful experience.
Final Presentation, Approval and FA
At this stage, after about a month, we finalized the design. With the client’s approval, we moved on to preparing the files for production in China. The final artwork (FA) stage took some time, as we had to work within the supplier’s template to fit our designs. There was also a delay due to the mock-up process from the suppliers. Overall, from conceptualization to the final product, the entire process took about three months.
& Finally......
Conclusion
The AtTea SG project fully utilised my skill set and demonstrated my ability to manage a project from concept to production. From the initial brainstorming and design work to preparing the final artwork and coordinating with the production team in China, I handled every step. I also had support from AT Tea SG’s procurement department, which shows my ability to collaborate with other teams to ensure smooth execution. It wasn’t just about the design - it also involved project management to keep everything on track, and supplier management to ensure all production details were aligned. I had a lot of fun working on this project, and it was incredibly rewarding to see my design come to life. Overall, it was a great opportunity to show clients that I can effectively manage a project through every stage, while working seamlessly with other departments.
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