This project explored future brand image and the importance of forward-thinking in design. Completed in two stages, the first revolved around research and logo development, the second around packaging development. Each stage involved creating an in-depth project document that proposed, researched and developed the creative deliverables.
The aim of this project was to create a forward-thinking design solution and brand identity where design might lack. After recognising a pattern in the packaging of several bubble tea establishments, I noticed there was an opportunity for a design-focussed brand in this market. I created SOTA - standing for ‘state of the art’, it is a Taiwanese-inspired drink company established in Melbourne’s CBD. SOTA provides a burst of design where design lacks, as well as a more environmentally-friendly concept to that of it’s competitors.
Created as a lifestyle product - like that of your cup of coffee - the outcomes are focussed on how the consumer interacts and relates to the product. This may be through meeting with friends for a bubble tea, posting it on social media or having it as more of an accessory.
Packaging development: looking at various colour scheme ideas to best represent the brand identity.
The logo for SOTA was inspired by contemporary, minimalist design. I chose a typographic solution to give the brand a clean and clear image, as well as creating an innovative outcome to stand out from competitors and provide a new perspective of bubble tea in Melbourne's market. This was also to attract the target market of customers by providing a minimalistic and easily recognisable identity.
After selecting a typeface, I experimented with how the letters in SOTA could be split up and connected through line, as well as adding a border around the arrangement to create an idea of space - resulting in the final logo design.
