Gong Cha
Unifying Gong Cha’s global franchise network with a bold identity that sparks joy, invites discovery, and delivers brand consistency across markets. A cohesive expression that amplifies the brand’s emotional appeal and retail presence, while staying true to its playful spirit.
Unifying Gong Cha’s global franchise network with a bold identity that sparks joy, invites discovery, and delivers brand consistency across markets. A cohesive expression that amplifies the brand’s emotional appeal and retail presence, while staying true to its playful spirit.
Challenge
Challenge
Brewing a Brand with Heart.
With over 2,000 stores worldwide, Gong Cha had the scale and substance to lead the global bubble tea boom. But in a market brimming with playful upstarts and design-savvy newcomers, its identity felt fragmented, lacking the emotional connection and visual cohesion needed to truly stand out.
With over 2,000 stores worldwide, Gong Cha had the scale and substance to lead the global bubble tea boom. But in a market brimming with playful upstarts and design-savvy newcomers, its identity felt fragmented, lacking the emotional connection and visual cohesion needed to truly stand out.
Solution
Venture into a World of Wonder.
We reimagined Gong Cha’s brandmark as more than a logo, it became a window into a world of flavour, ritual, and discovery. A bold yet elegant visual system that invites curiosity, sparks joy, and brings a sense of wonder to every sip. The result? A globally unified identity that feels as vibrant and layered as the drinks themselves.
We reimagined Gong Cha’s brandmark as more than a logo, it became a window into a world of flavour, ritual, and discovery. A bold yet elegant visual system that invites curiosity, sparks joy, and brings a sense of wonder to every sip. The result? A globally unified identity that feels as vibrant and layered as the drinks themselves.
Impact
Greater emotional connection: The brand now inspires curiosity, adventure, and engagement. Stronger Global Recognition: A cohesive identity across all markets. Higher impact across retail & digital channels: A brand that people want to explore.
Greater emotional connection: The brand now inspires curiosity, adventure, and engagement. Stronger Global Recognition: A cohesive identity across all markets. Higher impact across retail & digital channels: A brand that people want to explore.
A Brand That Feels Premium, Playful & Unified.
You guys are awesome! Your ideas, your energy, your vision for what Gong Cha could be – it's been a blast working with you and seeing all that creativity in action. Thanks for bringing our Gong Cha vision to life via the amazing visual identity. I am so proud of your work! Like I always say PB never let me down.
You guys are awesome! Your ideas, your energy, your vision for what Gong Cha could be – it's been a blast working with you and seeing all that creativity in action. Thanks for bringing our Gong Cha vision to life via the amazing visual identity. I am so proud of your work! Like I always say PB never let me down.
Kiki
Gong Cha Global Chief Marketing Officer
Client
Gong Cha
Gong Cha
Industry
Food & Drink
Food & Drink
Service
Visual Identity
Visual Identity
Retail
Retail
Brand world
Brand world
Region
Global
Global
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