Tealux

Sector: Food & Beverage
Client: TEALUX
Location: USA

Scope

Brand strategy
Logo
Visual identity
Brand guideline
Illustration
Art direction

Slide show

Spreading Bubble
Tea Bliss

Slide show

Build Lively World of Bubble Tea

Founded in 2021, Tealux is a bubble tea and street food franchise in the USA that has become a notable startup model. Starting with a single experimental shop driven by the founder’s passion and achieving success beyond expectations, they have teamed up with Bratus to embark on an ambitious journey. Their brand identity is characterized by a positive, energetic, and optimistic presence.

Brand Concept

Tealux’s brand solution focuses on conveying a positive spirit, peace, and joy. We aim to create a brand that can become a trusted friend—one that understands, connects, and inspires. Our goal is to foster happiness and well-being for everyone by promoting inspiration and connection through our brand.

Brand Logo

The logo reflects the essence of freshness through the dynamic blending of bubble tea components—tapioca pearls, tea, and milk—shaped by a robust custom typeface. The Ink-trap details in the typeface create movement, mimicking the blending of flavors and resulting in a logo that is both authentic and vibrant. Additionally, the letter “U” is anthropomorphized into a mascot and developed into a distinct communication system.

Brand Expression

The creative identity solution is naturally built from the strategy, aiming to create a brand that evokes joy and happiness.

The flexibility of the components, from the mascot to the typography, allows Tealux to prioritize brand personalization in its communication content. Now, the brand has the tools needed to tell its story in a modern and engaging way. By leveraging the lively character of the mascot, the typography layout, and the vibrant yellow color, Tealux creates a cheerful and dynamic tone that connects the entire brand experience.

Typography

We selected the Bogart typeface to give Tealux a consistent voice that ties all its elements together. It is a contemporary typeface with a welcoming freshness, pairing harmoniously to balance both the playful and utilitarian aspects. Every fine detail was carefully considered.

Color Palette

The color palette features yellow, representing energy, joy, vitality, and creativity; it also creates a unique, otherworldly aesthetic when paired with the black color. Complimentary colors like orange and blue help make the visual world vibrant and friendly.