Joyba Bubble Tea, a beverage brand owned by Del Monte Foods, has joined forces with New York-based creative agency CBX to launch new visual identities for its Joyba Bubble Fruit Tea and Popping Boba lines.
For Joyba Bubble Fruit Tea CBX created an entirely refreshed brand mark that included a new logo design, color scheme, and typography. Meanwhile, for Joyba Bubble Fruit Tea, CBX helped design a new custom 12-ounce plastic cup that featured an embedded telescoping straw. The aim of the new cup design was to mimic the traditional boba shop experience; bubble teas served at boba shops typically use extra large straws that allow the boba bubbles to fit through.
"CBX knows that this new Joyba branding – geared toward Gen Y and Gen Z consumers – needed to feel aspirational, trendy, and experiential rather than functional," said Lauren Kossar, Associate Creative Director at CBX. "The imagery had to clearly convey it was a popping boba bubble fruit tea product, but also speak to a more adventurous flavor profile and experiential moment."
Gen Z Bubble Tea Branding
Joyba Partners with CBX to Launch New branding and Packaging
Trend Themes
1. Personalized Packaging - Joyba's customization of packaging and straws allows for a personalized and unique experience for the customer.
2. Experiential Marketing - The brand's focus on an experiential image caters to Gen Y and Gen Z consumers, who prioritize experiences over possessions.
3. Health-conscious Beverages - Joyba's new visual identities have the potential to appeal to health-conscious consumers, by emphasizing the fruit and boba ingredients in its products.
Industry Implications
1. Beverage Industry - Joyba's innovative redesign of its packaging and brand image could potentially disrupt the beverage industry by emphasizing a fun and personalized customer experience.
2. Food Packaging Industry - CBX's partnership with Joyba highlights the importance of innovative and customizable packaging design in the food and beverage industry.
3. Marketing and Advertising Industry - Joyba's focus on experiential marketing presents an opportunity for marketing and advertising professionals to develop personalized and unique campaigns for Gen Y and Gen Z consumers.