Contributed by Russell Holmes of London-based ico.
Bubble tea is a drink of milk or fruit with chewy toppings. Evolving in Taiwan, the drink has rapidly become a firm favourite across the world. Biju’s aim was simple — to create a bubble tea brand that would appeal to a discerning London audience by using only fresh, natural ingredients and putting the emphasis on taste. Brand values were created that responded to this proposition and the strategy led to a name that reflects not only something precious but also the jewel-like tapioca pearls.
Working closely with the client we simplified the menu and defined a series of product benefits. The visual identity reflects the brand positioning and the fun aspect of the drinks, injecting op-art patterns and a vibrant colour palette derived from the ingredients. Brand photography communicates the social aspect of enjoying bubble tea, and is showcased on the fully responsive website.
Once the visual direction for the brand was defined, interior architects Gundry and Ducker were commissioned and worked closely with the team at ico to bring the brand to life within the first Biju store, now open in Soho, London.
The Biju website.