Project Overview

Client: MeowCha (Boba & Matcha Kiosk)
Industry: Food & Beverages
Timeline: weeks (2025)
My Role: Graphic and brand designer

Design Solution

MeowCha entered the market as a boutique startup specializing in high-quality matcha and boba tea. The primary challenge was to break through the "noise" of a saturated beverage market and capture the attention of Gen Z and Alpha consumers. The goal was to create a brand that felt young, refreshing, and "cool" while maintaining a friendly, approachable neighborhood vibe.

The Creative Solution: The Mascot-Logo

To meet the owner’s request for a feline-focused identity, we developed a Whimsical Illustrated Cat. This character serves as the "face" of MeowCha, acting as the icon, mascot, and logo simultaneously. This approach ensures that the brand feels "alive" and personified, making it highly relatable to a younger audience who values brand personality.

The Visual Identity & Color Strategy

The color palette was strategically chosen to create a high-contrast, "electric" feel that stands out both on physical kiosks and digital feeds.

A. The Color Palette

• Matcha Latte Green (The Foundation): Various cool shades of green represent the core product—premium matcha. This provides the "refreshing" and "natural" base of the brand.

• Vibrant Orange (The Personality): This is the primary color of the cat mascot.

  • Brand Connection: Orange represents energy, warmth, and the "friendly" side of the brand. By making the cat orange, we create a visual "pop" against the green drinks, symbolizing the burst of flavor and fun that MeowCha adds to a customer's day.

• Electric Light Blue (The Contrast): Used specifically for the brand patterns.

  • Brand Connection: This shade represents the "Cool" factor. It provides a modern, trendy contrast to the orange and green, giving the brand a "streetwear" aesthetic that appeals to the youth market.

B. Brand Pattern: "The Signature Scratch"

We developed a Light Blue Zig-Zag Pattern that mimics a stylized cat scratch.

• Concept: The zig-zag adds a sense of motion and playfulness.

• Application: By using Light Blue for the scratches, we keep the background feeling light and "icy" (refreshing), which perfectly complements the imagery of cold boba drinks.

Deliverables & Applications

The full branding suite was designed for maximum "Instagram-ability"

• Digital: Social media kits where the Orange Cat stands out against Green and Light Blue backgrounds, ensuring high thumb-stop ability.

• Print & Packaging: Boba cups featuring the orange mascot and the light blue scratch pattern, making the packaging an instant fashion accessory for the customer.

• Website: A clean, simple UI that utilizes the light blue pattern as a subtle background texture to guide the user's eye.