Interview about Brewing Happiness Brand Identity, winner of the A' Graphics, Illustration and Visual Communication Design Award 2022
Gong cha is a Chinese term for the act of offering tea to the Emperor. It represents teas and beverages of the finest quality, fit for royalty. Today, the Gong cha company is dedicated to the same principle of providing premium products to its customers around the globe. Gong cha promises to inspire the human spirit and create happiness with a cup of tea. In order to increase brand awareness and promote tea culture, Gong cha created a series of brand materials, including the tea menu, product name cards, and brand story brochures.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe Gong cha brand identity was carefully crafted to strike a harmonious balance between tradition and modernity, creating a design that resonates with diverse cultures while staying true to the brand's heritage.1. Rooted in TraditionThe name “Gong cha,” meaning “tribute tea,” reflects the brand’s dedication to delivering the highest quality tea, historically served to emperors. This concept is visually represented through the logo, inspired by the imperial seal of Chinese emperors, symbolizing authenticity, excellence, and heritage.2. A Palette That Tells a StoryThe brand’s color palette draws inspiration from elements of tea culture:Seal Red: Representing Gong cha’s iconic seal and its roots in tradition.Milk Tea Beige: Symbolizing the creamy richness of milk tea.Pearl Brown: Inspired by the pearls in bubble tea, a modern favorite.Leaf Green: Reflecting the freshness of high-quality tea leaves.Water Blue: Evoking the purity of water, a fundamental element in brewing tea.These colors combine to create a visual identity that bridges the past and present while celebrating the sensory experience of tea.3. Patterns That Reflect Core ValuesThe brand incorporates four signature patterns to represent its core values:Good Tea: Quality and tradition.Good Product: Innovation and consistency.Good People: The community of tea enthusiasts.Good Time: The joy of shared experiences.These patterns allow the brand to tell a universal story that is adaptable across global markets, appealing to customers in both Eastern and Western cultures.4. Global Appeal Through Simplicity and EleganceThe design prioritizes simplicity and elegance, making it versatile enough to resonate with diverse audiences while maintaining its cultural authenticity. By modernizing traditional elements, we created a visual metaphor that communicates Gong cha’s dedication to excellence and inclusivity, reinforcing its identity as a global brand.ResultThe Brewing Happiness Brand Identity successfully merges Gong cha’s rich history with modern design, creating a powerful visual language that communicates its core values and connects with tea lovers around the world.
The color scheme for the Brewing Happiness Brand Identity was inspired by a desire to honor Gong cha’s rich cultural heritage while creating a modern, uplifting visual experience that resonates globally. Each color was carefully chosen to reflect the brand’s philosophy of inspiring the human spirit through moments of joy, connection, and tradition.1. Gong cha Tea RedThis signature red, inspired by the imperial seals of Chinese emperors, represents the brand’s roots in excellence, authenticity, and tradition.Red is also a symbol of celebration, passion, and vitality in many cultures, embodying the energy and warmth Gong cha brings to its customers.2. Complementary PaletteMilk Tea Beige: Symbolizing comfort and indulgence, this hue evokes the creamy richness of Gong cha’s iconic milk teas, inviting customers to savor life’s little pleasures.Pearl Brown: Inspired by the pearls in bubble tea, this earthy tone reflects the brand’s modern innovation and connection to its youthful audience.Leaf Green: Representing the freshness and purity of Gong cha’s high-quality tea leaves, this color embodies the brand’s commitment to natural goodness and sustainability.Water Blue: Evoking clarity, purity, and calm, this color highlights the essential role of water in brewing a perfect cup of tea and inspires a sense of tranquility.3. Reflecting the Brand’s PhilosophyThe harmony of these colors reflects Gong cha’s philosophy of inspiring the human spirit by blending tradition with modernity. Together, they create a sense of balance, evoking feelings of warmth, comfort, and optimism while celebrating the sensory and cultural richness of tea.4. Global ConnectionThis thoughtfully curated palette transcends cultural boundaries, making it universally appealing while staying true to Gong cha’s identity. By integrating both vibrant and soothing tones, the brand creates an emotional connection with customers, inspiring them to pause, connect, and share joyful moments.ResultThe color scheme is not just a visual tool—it’s a storytelling device that brings Gong cha’s philosophy to life, inspiring the human spirit through beauty, authenticity, and inclusivity.
Creating a design system for the Brewing Happiness Brand Identity required a careful balance of preserving the essence of the traditional tea ceremony while ensuring the brand resonated across diverse cultural contexts. This challenge was approached through a thoughtful combination of research, cultural sensitivity, and universal design principles.1. Deep Research into Tea CultureThe starting point was an in-depth exploration of tea ceremonies from various cultures, particularly the Chinese tradition, which emphasizes harmony, respect, and mindfulness. We identified the core elements—ritual, quality, and connection—that transcend cultural boundaries and form the heart of Gong cha’s philosophy.2. A Flexible Design SystemTo ensure the brand translated effectively across cultures, we developed a design system that is both adaptable and rooted in tradition:Iconography: The logo, inspired by the imperial seal of Chinese emperors, serves as a timeless symbol of quality and heritage. Its clean, modern design ensures it remains relevant globally.Patterns Representing Core Values: Four distinct patterns—good tea, good product, good people, and good time—were designed to communicate universal themes while being adaptable to local interpretations.3. Color Palette and Visual StorytellingThe color palette, led by Gong cha Tea Red, was carefully chosen for its cultural and emotional resonance. Each complementary color—milk tea beige, pearl brown, leaf green, and water blue—reflects elements of tea culture while remaining universally appealing. Together, they tell a story of balance, purity, and indulgence, connecting traditional values with modern tastes.4. Inclusive Typography and Design PrinciplesTypography and layout were designed to be clean, modern, and universally legible, accommodating multiple languages and scripts while maintaining consistency in the brand’s visual identity.5. Collaboration and Testing Across RegionsTo ensure cultural sensitivity, we collaborated with local teams and conducted usability testing in key markets. Feedback from these sessions helped refine elements to align with local expectations while maintaining a cohesive global identity.6. Evoking the Spirit of the Tea CeremonyThe final design encapsulates the spirit of the tea ceremony—its emphasis on mindfulness, connection, and quality—through minimalism and elegance. This creates an experience that is both deeply rooted in tradition and adaptable to modern, global audiences.ResultThe Brewing Happiness Brand Identity successfully bridges tradition and innovation, offering a design system that honors the rituals of tea culture while resonating universally. This approach ensures Gong cha remains a beloved and authentic brand, no matter where it’s experienced.
The photography style for the Brewing Happiness Brand Identity was crafted to capture the essence of Gong cha’s humble and welcoming service nature. The creative process involved a deep understanding of the brand’s values and a deliberate effort to evoke feelings of warmth, connection, and authenticity.1. Starting with Brand ValuesGong cha’s core values—humility, quality, and customer-centricity—formed the foundation of the visual approach. We wanted the photography to embody these principles by focusing on relatable, human-centered moments that reflect the joy of sharing tea.2. Natural and Warm AestheticsThe photography style was designed to feel natural and approachable:Warm Lighting: Soft, golden tones were used to create an inviting atmosphere that evokes comfort and relaxation, much like enjoying a perfect cup of tea.Earthy Color Palette: The images incorporated colors from Gong cha’s branding—red, beige, and green—to reinforce the brand identity and create visual harmony.3. Human-Centered MomentsWe prioritized capturing real, candid moments that resonate emotionally with the audience:Shared Experiences: Showcasing friends and families enjoying Gong cha together to highlight the brand’s role in bringing people closer.Personal Rituals: Featuring close-up shots of individuals savoring their tea, reflecting mindfulness and the personal joy Gong cha offers.4. Attention to DetailEvery element in the photographs was thoughtfully arranged to reflect the brand’s humble service nature:Tea Preparation: Highlighting the craftsmanship and care that goes into every cup.Simple Props: Using minimal, natural props to keep the focus on the product and the experience.5. Collaboration with Food Stylists and PhotographersWe worked closely with skilled food stylists and photographers to ensure the visuals were both appetizing and authentic. This collaboration helped maintain a balance between artistry and relatability, ensuring the final images felt genuine.6. Creating a NarrativeThe photography was designed to tell a story that aligns with Gong cha’s philosophy: a journey from the careful preparation of high-quality tea to the moments of happiness it brings to people’s lives.ResultThis photography style successfully conveys Gong cha’s humble and heartfelt service nature by focusing on warmth, simplicity, and connection. It brings the brand’s values to life in a way that resonates deeply with customers across cultures.
The abstract patterns and textural expressions in the Brewing Happiness Brand Identity were inspired by the multi-sensory and emotional experience of enjoying tea. These dynamic elements were designed to visually represent the journey and values behind Gong cha’s mission of “brewing happiness.”1. Inspiration from Tea ItselfThe textures and patterns are rooted in the physical and emotional aspects of tea:Ripple Patterns: Inspired by the gentle ripples in a cup of tea, symbolizing the calm and mindfulness that Gong cha aims to bring to every customer.Leaf Veins and Natural Textures: Representing the quality and authenticity of the tea leaves, emphasizing the brand’s dedication to sourcing premium ingredients.Pearl-like Circles: A nod to bubble tea’s iconic pearls, adding a playful and modern touch that connects with younger audiences.2. Representing the Brand’s Core ValuesEach abstract pattern reflects one of Gong cha’s four core values—Good Tea, Good Product, Good People, Good Time:Good Tea: Organic, flowing shapes to symbolize the natural essence of high-quality tea.Good Product: Balanced and structured patterns that reflect Gong cha’s consistent craftsmanship.Good People: Interconnected elements representing the sense of community and connection.Good Time: Dynamic, cheerful textures that capture the joy of sharing moments over tea.3. A Multi-Sensory ApproachThe patterns were designed to evoke the tactile and sensory pleasures of tea drinking: the feel of smooth porcelain, the steam rising from a freshly brewed cup, and the silky texture of milk tea. These details create a connection between the visual identity and the actual experience of enjoying Gong cha.4. Cultural and Global SensitivityAbstract and minimalistic, the patterns transcend cultural boundaries, making them universally appealing while staying true to the brand’s heritage. They are versatile enough to be used across different media, from packaging to digital platforms, ensuring consistent storytelling.5. Dynamic Expressions of HappinessThe patterns are not just decorative—they are dynamic visual metaphors for Gong cha’s mission of brewing happiness. They convey a sense of movement, flow, and energy, echoing the uplifting emotions Gong cha brings to its customers.ResultThese abstract patterns and textural expressions form an integral part of the Brewing Happiness Brand Identity, encapsulating the beauty, joy, and authenticity of tea culture. They connect deeply to Gong cha’s mission by visually representing the happiness and harmony that tea brings to life.
Ensuring the Brewing Happiness Brand Identity maintained its impact across diverse formats and applications required a meticulous design system that balanced consistency, adaptability, and visual appeal. The goal was to create a cohesive experience while allowing the identity to shine in both physical and digital contexts.1. Establishing a Strong Design SystemWe developed a comprehensive brand guide that outlined every aspect of the identity, including:Typography: Clear hierarchy and flexible font pairings to maintain legibility and style across materials.Color Palette: Precise color codes and usage rules to ensure consistency in print and digital applications.Patterns and Icons: Scalable and modular elements that could adapt to various formats without losing their essence.2. Tailoring Designs for Specific ApplicationsWhile the core identity remained consistent, adjustments were made to suit each material:Business Cards: Focused on minimalism and clean typography to create a professional yet approachable impression.In-Store Menus: Highlighted the dynamic patterns and color palette to make the menus visually engaging while ensuring readability.Packaging: Incorporated bold, tactile elements to enhance the customer’s physical interaction with the brand.3. Cross-Media TestingWe tested designs across multiple formats to ensure they retained their impact:Print Testing: Ensured accurate color reproduction, sharpness, and alignment across various paper stocks.Digital Optimization: Adjusted layouts for responsiveness and clarity on different screen sizes and resolutions.4. Collaboration Across TeamsCollaboration was key in maintaining consistency. We worked closely with printers, developers, and in-store teams to ensure that the brand’s essence was faithfully translated into each medium.5. Maintaining Visual HarmonyThe identity’s core elements—Gong cha Tea Red, abstract patterns, and dynamic textures—were used as anchors to tie every material back to the brand. By prioritizing simplicity and elegance, we ensured that the design remained impactful without feeling cluttered.6. Flexibility for Local AdaptationWhile maintaining consistency, the system allowed for localized adaptations where necessary, ensuring that the identity resonated with audiences in different markets.ResultThis approach created a seamless and unified experience for customers, whether they encountered the brand through a business card, an in-store menu, or a digital platform. The consistency across formats reinforced Gong cha’s professional and approachable image, amplifying the impact of the Brewing Happiness Brand Identity.
Balancing traditional tea culture with a contemporary global identity for the Brewing Happiness Brand Identity required a thoughtful approach to honor heritage while appealing to modern, multicultural audiences. The key was blending elements of authenticity with innovation to create a design that resonates universally.1. Rooting the Identity in TraditionWe started by deeply understanding tea culture, particularly Gong cha’s origins:Historical Significance: Gong cha’s name, meaning “tribute tea,” inspired the use of the imperial seal motif in the logo, a nod to its heritage as a symbol of quality and craftsmanship.Symbolic Elements: Traditional tea-related motifs, such as ripple patterns and leaf textures, were integrated to evoke the sensory experience of a tea ceremony.2. Embracing a Contemporary AestheticTo ensure global appeal, we modernized traditional elements without losing their authenticity:Simplified Visuals: The design used clean lines and minimalistic patterns, ensuring they felt modern while retaining their cultural roots.Dynamic Color Palette: While inspired by traditional tea culture (e.g., Gong cha Tea Red, leaf green, milk tea beige), the palette was curated to feel fresh and vibrant for today’s audience.3. Designing for a Global AudienceThe brand identity was intentionally versatile and adaptable:Abstract Patterns: Representing Gong cha’s core values—Good Tea, Good Product, Good People, Good Time—these patterns were culturally neutral yet emotionally evocative, making them relatable across different regions.Typography: Universal, modern fonts were paired with subtle traditional flourishes to maintain a balance between timeless and contemporary.4. Collaboration and Cultural SensitivityWe worked closely with regional teams to ensure cultural authenticity and avoid misrepresentation. Feedback from local markets helped refine elements to resonate with specific audiences while staying true to the brand’s global identity.5. Bridging Tradition and ModernityThe overall aesthetic reflects the balance between the ritual of tea and the fast-paced modern world:Connection: The identity emphasizes moments of mindfulness and togetherness that tea brings, whether in a traditional ceremony or a bustling café.Innovation: By incorporating bold, playful patterns and interactive design elements, the identity appeals to a younger, global audience while respecting its roots.ResultThe Brewing Happiness Brand Identity successfully merges the essence of traditional tea culture with the aspirations of a global, contemporary brand. This balance not only honors Gong cha’s rich heritage but also ensures it remains relevant and beloved across diverse markets.
Typography was a critical element in the Brewing Happiness Brand Identity, as it needed to convey both the premium quality of the Gong cha brand and its approachability for modern, global consumers. We achieved this balance by thoughtfully combining two distinct typefaces that reflect the brand’s dual essence of tradition and modernity.1. Modern Elegance with AkagiTo capture the brand’s contemporary appeal and accessibility, we chose the sans-serif font Akagi:Sleek and Minimal: The clean lines and modern simplicity of Akagi reflect Gong cha’s innovative spirit and resonate with a younger, design-conscious audience.Versatility: Akagi’s readability across both digital and print mediums ensures that the brand communicates effectively across all touchpoints, from websites to in-store menus.2. Honoring Tradition with BaskervilleFor the logo and other key elements, we incorporated Baskerville, a classic serif typeface:Timeless Sophistication: Baskerville’s elegant, decorative style pays homage to Gong cha’s heritage and its connection to traditional tea culture.Contrast and Balance: The juxtaposition of Baskerville’s ornamental details with Akagi’s modern minimalism creates a harmonious blend that reflects the brand’s mission to bridge the past and the present.3. Strategic ImplementationHierarchy and Purpose: Baskerville is reserved for elements that emphasize tradition and heritage, such as the logo and key headlines. Akagi is used for body text and supporting materials to maintain a clean and modern feel.Consistency Across Formats: Both typefaces were tested extensively to ensure readability and visual consistency across all applications, from small business cards to large digital screens.4. Communicating Brand Values Through TypographyThis combination of typefaces effectively communicates Gong cha’s premium nature while ensuring accessibility and relatability:Premium Quality: The refined elegance of Baskerville reinforces the brand’s dedication to excellence and authenticity.Modern Accessibility: Akagi’s approachable and streamlined design connects with contemporary consumers, making the brand feel fresh and relevant.ResultThe thoughtful pairing of Akagi and Baskerville ensures that the Brewing Happiness Brand Identity speaks to both tradition and innovation, capturing Gong cha’s essence as a globally relevant yet culturally rooted brand.
The main pattern in the Brewing Happiness Brand Identity was carefully designed to embody the five elements of good tea—quality, craft, connection, joy, and nature—through simplified yet meaningful visual expressions. The goal was to create a dynamic, abstract design that conveys symbolic significance while maintaining a modern aesthetic.1. QualityVisual Representation: Clean, structured lines were used to reflect the precision and consistency that define Gong cha’s high-quality tea.Symbolic Significance: This element communicates the brand’s dedication to excellence and the meticulous care involved in sourcing and preparing premium ingredients.2. CraftVisual Representation: Flowing, organic shapes mimic the brewing process, symbolizing the artistry and expertise behind every cup of tea.Symbolic Significance: These patterns honor the traditional techniques and craftsmanship that are central to Gong cha’s identity.3. ConnectionVisual Representation: Intersecting curves and overlapping shapes signify togetherness and the bonds formed over shared tea experiences.Symbolic Significance: This element emphasizes Gong cha’s role in bringing people together and fostering meaningful connections.4. JoyVisual Representation: Circular, playful forms evoke the pearls in bubble tea, adding a sense of fun and delight to the pattern.Symbolic Significance: This design celebrates the happiness and lightheartedness that Gong cha aims to inspire in its customers.5. NatureVisual Representation: Leaf-like motifs and textured gradients represent the natural origins of tea and the freshness of Gong cha’s ingredients.Symbolic Significance: This element highlights the brand’s connection to nature and its commitment to sustainability.Simplification ProcessTo maintain a balance between symbolism and simplicity:Abstract Designs: The elements were distilled into abstract, universal forms that could be easily understood across cultures while remaining visually cohesive.Minimalist Approach: Excessive detail was avoided to ensure the patterns remained modern and versatile for various applications, from packaging to digital assets.Maintaining Visual HarmonyThe patterns were designed to seamlessly integrate into Gong cha’s branding, using the signature color palette—Gong cha Tea Red, milk tea beige, pearl brown, leaf green, and water blue—to reinforce the connection to the brand’s core values.ResultThe simplified patterns successfully embody the five elements of good tea, creating a visually compelling representation of Gong cha’s philosophy. They not only communicate the brand’s symbolic significance but also enhance its appeal as a modern, global identity.
The Brewing Happiness Brand Identity was designed with adaptability and longevity in mind, ensuring it could evolve alongside Gong cha’s global expansion while staying true to its core creative principles of quality, connection, and authenticity.1. Preserving Core Creative PrinciplesAt the heart of the identity are timeless elements that ensure continuity:Cultural Authenticity: The imperial-inspired logo and patterns rooted in tea culture will continue to reflect Gong cha’s heritage.Universal Appeal: The clean, minimalistic design and versatile color palette ensure the brand remains relatable and welcoming across cultures.Commitment to Quality: Every aspect of the identity will continue to communicate Gong cha’s dedication to excellence, from typography to packaging.2. Adapting to Future Market NeedsTo meet the demands of evolving markets, the design system will embrace flexibility and innovation:Localized Customization: The system can incorporate regional adaptations, such as localized patterns or colors, while maintaining global consistency. This ensures the brand resonates with local audiences without losing its core identity.Digital Transformation: The identity will continue to evolve for digital platforms, with dynamic patterns and interactive elements optimized for mobile apps, social media, and e-commerce.Sustainability-Focused Design: As environmental concerns grow, the identity will integrate eco-friendly materials and visuals that highlight Gong cha’s commitment to sustainability.3. Expanding the NarrativeFuture iterations of the design system can build on the brand’s story:Interactive Elements: Adding augmented reality or animation to the patterns and logo can create deeper engagement with customers, bringing the brand to life in new ways.Evolving Patterns: The abstract patterns representing Good Tea, Good Product, Good People, and Good Time can be expanded to reflect new values or initiatives as the brand grows.4. Collaboration and InnovationContinuous collaboration with regional teams and creative experts will ensure the brand identity stays fresh and relevant while honoring its roots.ResultThe Brewing Happiness Brand Identity will continue to grow and adapt without losing its essence, serving as a beacon of tradition, quality, and modernity. By preserving its core creative principles while embracing new opportunities, the identity will remain a powerful tool for Gong cha’s global success.
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