Qicha: Carbonated Tea Brand

Qicha is an imaginary modern beverage brand that fuses the sophistication of traditionally brewed East Asian tea with the refreshing Western element of carbonation. This branding project (spanning across brand design, packaging design, and motion design) combines design choices that highlight the unexpected fusion with focuses on visual contrast and harmony, drawing from the art deco movement, modern gradient trend, as well as Chinese and Japanese calligraphy as main sources of inspiration. The brand also utilizes succinct and impactful language in its collateral to emulate the nature of East Asian languages. The brand’s defining “unexpected fusion” trait caters toward a target audience of adventurous tea connoisseurs who love the taste and sophistication of traditionally brewed tea but would enjoy a fun twist to spice things up, as well as targets the Asian-American diaspora demographic who would enjoy the taste of home, while the modern twist would make the brand palatable to a general audience as well.

Process

Motion storyboard

Final brand elements