Gong cha Delivery Logo
Objective
Gong cha is an international tea beverage brand. With its North America expansion in 2018, Gong cha decided to improve the coverage of its drink delivery service and was looking for a remake of its delivery service logo.
Concept 1
“ A running ‘ Milk Foam ’ Mascot hand holding a Gong cha cup ”
This concept was raised by my co-workers. They wanted to see our brand mascot — one of Milk Foam Buddies — on a run delivering a signature Gong cha drink. This concept was later dropped for 2 reasons: 1. For people who are not familiar with our brand mascot, they won’t be able to relate the mascot immediately with our brand. 2. The mascot has tiny hands, the cup has to be equally tiny to stay in proportion, so the core message of “drink delivery” is a little hidden, and we won’t be able to put any brand identity on the cup.
Concept 2
2.1 “ A Fast Moving Cup ”
Original
Concept Sketch
This concept is derived from the original Gong cha Delivery logo. We wanted to express the “fast delivery” of a Gong cha drink with some comics motion lines .
2.2 “ A Flying Cup ”
This concept is a step forward from “A fast moving cup” concept. It says all about that our instant delivery will get drinks to you in a “flying” speed. It’s elected as the final.