Brewing Happiness: Gong cha California and Gong cha Global's Brand Identity

Tea-inspired design that brings joy and relaxation to your daily life

Tea is more than just a beverage; it is a flow of time, a wordless conversation, and a fountain of inspiration. Gong cha understands the value of tea in our lives and aims to brew modest happiness and relaxation in a small cup for everyone. They strive to create spaces where laughter can be shared and stories of tea drinking culture can be enjoyed easily and joyfully.

Gong cha, a Chinese term for offering the best tea to the Emperor, symbolizes teas and beverages of the highest quality fit for royalty. Today, Gong cha continues this tradition by providing premium products to customers worldwide. Their commitment to inspiring the human spirit and creating happiness with a perfect cup of tea sets them apart.

To increase brand awareness and promote tea culture, Gong cha has developed a series of brand materials. These materials, created using Adobe Illustrator and image digitalization programs, include business cards, postcards, rack cards, product name cards, in-store flyers, menus, corporate letterhead, envelopes, and promotional brochures. Each design element has been carefully crafted to maintain vector quality and adaptability to both offline and online platforms.

The Gong cha color scheme plays a vital role in forging the brand identity. The primary color, "Gong cha Tea Red," represents the passion and energy of tea, while the secondary colors, Pearl Brown, Milk Tea Beige, Leaf Green, and Water Blue, evoke natural elements and a sense of harmony. These colors create a visual language that communicates Gong cha's values and resonates with tea lovers worldwide.

This project, which began in 2021 in California, presented several creative and technical challenges. As Gong cha expanded globally, the design team had to create a visual metaphor that would effectively communicate the brand's core values and cultivate tea culture worldwide. The result is an abstract, dynamic, and appealing identity system that incorporates attractive patterns and textural expressions rooted in a mission-driven symbology.

The photography style used in Gong cha's brand materials reflects the humble nature of their service. Warm, bright colors and inviting imagery create a sense of warmth, affinity, and delight. These visuals not only showcase Gong cha's products but also convey the joy and happiness that come with each cup of tea.

Gong cha's brand identity has been recognized for its excellence and creativity. In 2022, it was awarded the Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category. This prestigious award honors designs that demonstrate outstanding creativity, technical skills, and a commitment to improving the quality of life.

Experience the art of tea and immerse yourself in Gong cha's brand identity. Let their premium products and thoughtful design bring happiness and relaxation to your daily life.