Stickman: Playful Branding for Kansas City’s Bubble Tea Scene

Yitian Zeng’s design brings warmth and fun to a local favorite.

Inspired by the desire to craft an approachable and inclusive brand, Yitian Zeng developed Stickman’s identity around a cheerful mascot and the unique pairing of bubble tea with skewer snacks. The design draws from local food trends and customer preferences, ensuring the brand resonates with Kansas City’s diverse population. The mascot’s friendly expression and the shop’s inviting atmosphere reflect Stickman’s mission to provide a welcoming space for everyone.

Since its launch in May 2024, Stickman has quickly become a standout in Kansas City’s food scene. The shop’s slogan, “bubble tea and stick bite,” encapsulates its distinctive offerings. Its visually engaging branding, high-quality products, and customer-centric approach have earned it a 4.8/5 rating on Google and praise from local food media and influencers. This strong reception highlights the effectiveness of the brand’s design in fostering customer loyalty and positive word-of-mouth.

The realization of Stickman’s brand identity relied on digital illustration and vector design using Adobe Illustrator, allowing for scalability across various applications. The design process incorporated research into local trends and direct interviews with customers and the store owner. This research-driven approach ensured that the visuals aligned with community expectations and could be adapted seamlessly to digital platforms, print media, and physical signage.

Stickman’s branding extends across a wide range of assets, including banners, LED signs, aprons, cups, and delivery bags. Materials such as metal, fabric, and polypropylene were chosen for durability and clarity, maintaining consistency and visual impact across both physical and digital touchpoints. The design’s scalability ensures that every element, from large signage to small packaging, reinforces the brand’s playful and welcoming identity.

Interaction with the Stickman brand is immediate and memorable. The mascot and cohesive visuals create a fun atmosphere that appeals to customers of all ages, enhancing brand recognition and satisfaction. This seamless integration of design and service has contributed to Stickman’s rapid rise as a beloved destination in Kansas City’s evolving multicultural food landscape.

Stickman’s success, recognized with the Iron A’ Packaging Design Award in 2025, demonstrates the power of thoughtful, research-driven branding in building community connections and elevating the everyday experience of enjoying bubble tea and snacks.