Assignment: Describe Project & Goals
We were challenged to redesign a logo for a business of our choice. I chose Share Tea, a Taiwanese bubble tea retail chain. While conducting research, I noticed that Share Tea’s current logo could be better represent its brand value. Share Tea’s motto is “Fresh - Innovative - Fearless.” Their current wordmark does not achieve this. I took these three words and used them as a basis for redesigning their logo.

Approach: Creative Process & Solution
To start, I researched Sharetea and how they present themselves to the public. I then took their motto and created a word map to ideate keywords and imagery. After several rounds of sketches, this final logo came to life. The leaves and bright colors indicate freshness and fearlessness compared to their more monochromatic competition. The shape of the boba cup forms a monogram of an “S” and a “t” to bring innovation and ownership to the illustrative mark. Lastly, the dot of boba between “Share” and “tea” separates the two words to make them more readable.

Results: Project success or client reaction
The final logo was received well by my class. They enjoyed the subtle connection of the “S” and “t” within the shape of the boba cup and could visualize the logo being used for the business.