Role Art Director & Designer Agency Wefluens
Credits
Susie Su, Project Management & Ace Sun and Lu Bai, Photography
Client Info
Yumcha is one of the top boba tea stores in Houston, TX, and a modern tea house filled with colorful new drinks and exciting monthly events.
Project Summary
In early 2021, Yumcha required creative input to improve the overall brand image for the online and in-store customer experience. It is a 360 branding project, which includes new themed photography, TV menus, banners, posters, and materials for its 2nd anniversary.
Project Process
My goal was to emphasize the organic and elegant aspects of Yumcha's beverages while making the whole purchasing experience more attractive and more manageable, which included diagnosis problems with the current menu and refining it with a better hierarchy and an informative visual style.
I was also responsible for several commercial photography projects for Yumcha's upcoming drinks for 2021, and I collaborated with the photographer on the photoshoot plan. When I finished retouching the photos for social media, I also applied them to posters and banners.
At the same time, I maintained the brand's delicacy while exploring more graphic possibilities for various events & promotional materials for each month from Mar. 2021 to Dec. 2021.
My strategy for Yumcha's 2021 December new drinks promotion is "Wintertime differences in the different hemispheres."
