Objective

Visualizing the goal of serving customers with high-quality tea in their new brand elements. Chatime ‘s existing logo and brand elements are too playful in a way that takes away from the solemnity of the brand.

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Deliverables

Logos, icons, patterns;​

Signage, stationary, tea bags;
 

Brief Rationale

After a close research on Chatime's website, I found out the mismatch between its value and its current design system. Therefore,  Chatime's brand refresh draws inspiration from nature, blending organic floral patterns with a vibrant color palette of green and yellow. The infusion of a line design featuring the sun and tea leaves enhances a sense of freshness and vitality. This revitalized aesthetic not only aligns with Chatime's commitment to quality tea but also creates a visually appealing and cohesive brand identity that resonates with the brand's essence of natural, flavorful refreshment.

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Software Used

Adobe Photoshop, Adobe Illustrator, Figma, Procreate