Client : Gongcha Korea (www.gong-cha.kr)
Agency : sampartners (www.sampartners.co.kr)
Director : Lee Changho, Kim Jihoon, Kang Juhyun
Designer : Kim Hyunjin, Yang Hana, Kim Sinae, Lee Soojung
Project Scope : Basic(logo) design
Project Type : Brand renewal
Tagged : #wordmark, #red, #beige, #blue, #green
Gong cha is first launced in summer 2012. The brand's goal is to deliver the special culture of tea from Taiwan by serving bubble tea and many different types of tea. Gong cha wanted to be a platform of tea culture. To make their wish, establish the brand identity was the necessary part.
We tried to tell a story that combining the whole aspect of the brand. We decided to become a storyteller who introduces culture of tea as a 'comfortable space' in the high competition of various coffee brand.
We believed the core value and identity of 'Gong cha' is its origin, Taiwan and Taiwanese understanding of tea culture. Experienceing Alishan, a mountain in Taiwan, we developed fresh and exotic brand image. Also, applying four different patterns and colors to explaining 'qualification of good tea,' which help customers enjoy tea time in the store. We also adjusted ordering system and offered pre-order zone for the first time visitors. This project reminds us of making people's experience new and different could be possible with formatting visual and physical contents.