The Summary
CUPP is one of the nation’s leading bubble tea suppliers with multiple venues across the South and other venue openings planned for 2021 with the launch of a new 10 store franchise deal. To support CUPP through this new stage of growth, they required an updated and refined brand identity, store design and packaging design. Although CUPP has built significant brand recognition across the city since their launch in 2012, they felt it was now time to display a more mature and grown up brand image; reflecting their passion for bubble tea and their genuine and considered approach to only using the best ingredients.
The Solution
As bubble tea originates from Taiwan, many other bubble tea suppliers lead with a typically kitsch and Taiwanese inspired brand image. However, CUPP wanted to do things differently and create a more minimal, mature brand identity which could be found on every high street, and which allowed the quality of their produce and their brand values to take centre stage. CUPP pride themselves on being one of the only suppliers of bubble tea that use homemade syrups, real fruit, organic milk and real loose leaf tea, therefore they wanted a brand identity that reflected the quality and consideration that went into each and every drink and meal on their menu. We created an identity inspired by the tapioca balls found in bubble tea, and the bamboo straws. The ‘U’ then represents the iconic cups that CUPP use for their drinks.
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