Overview

CHACHA ; Tea truck that brings comfort to you

In Korea, the coffee consumption rate is approximately three times higher than the global average. As a result of that, with the elevated intake, there is a growing trend of experiencing side effects such as hand tremors, insomnia, and increased heart rate due to excessive caffeine consumption. In response to these issues, CHACHA sought to explore ways for modern individuals to alleviate fatigue without concerns about excessive caffeine intake. Considering the increasing interest in well-being and quality of life in Korean culture, as well as the rise in tea consumption comparable to coffee, our team aimed to make tea more easily accessible as an alternative to coffee. In Korea, you can find small cafes or coffee trucks around workplaces or within companies. Our team proposed a brand that takes the form of a coffee truck, offering alternatives to coffee such as rooibos and peppermint tea. The goal is to provide a convenient and appealing option for those looking to reduce their reliance on coffee and explore the benefits of diverse tea options.

Mood Board

At the end of brainstorming, our team were able to categorize CHACHA's logo mood into two major themes. One is based on the quintessential thoughts and atmosphere when people think of tea, a calm, static, serene, and clean image. The other focuses on the brand's message of "be energetic without caffeine," capturing the essence of CHACHA.

Our team has designed three variations, with one emphasizing the unique feel of tea and the other one incorporating the lively spirit derived from the name CHACHA.

By creating two opposing designs under one theme, I was able to broaden my perspectives and learn to strike a balance between a design with a unique touch and universality for comprehensive design.

CHACHA - Calm, Serene

The first logo is created by breaking down the Chinese character for tea (茶). The strokes below are extended to resemble the shape of tea leaves, and the main colour is a deep green of tea leaves.

The colour variations are inspired by the colours of caffeine-free teas, peppermint, chamomile, rooibos, and hibiscus tea leaves when infused. Using the familiar image of tea makes consumers quickly notice what the brand is only by the colour and the atmosphere of the logo.

CHACHA - Lively, Energetic

The second logo aims to break the common image when people think of tea, showing that it can be a daily beverage that gives you energy. I made the logo icon to reflect this concept as if the leaves are dancing. 

The age demographic of tea is decreasing more and more, and consumers in that demographic are using a brand as a tool to specify their characteristics or image on social media, hence I made the design with cute and friendly graphics.

This approach makes it eye-catching for marketing and also meets consumers' needs for appealing merchandise that makes them think it's genuinely worth to buy it. The design is intended to break away from the image that tea should only be enjoyed in a quiet setting, making it an accessible and easily enjoyable beverage for everyone.