Bin, the design-minded half of the Boba Guys, walks us through the development of the tea shop's visual style.
Initially, I thought we could get away with just a type treatment for the logo, but we quickly agreed that it lacked personality and that we needed a graphic of some sort. At the time, I was using softer typefaces (an effortless reflection of the soft, chewy product we got our name from) and circles. I drove myself crazy designing iteration after iteration. After some time, Andrew and I revisited our brand positioning statements and I was reminded that soft, friendly, and round was what our competitors were, not Boba Guys. We were something more refined, yet playful. We started to think about corporate mascots, and what might work for Boba Guys. Very quickly we reached the conclusion that the aardvark was the answer. He had a built-in straw. He was foreign, yet recognizable. We had our logo. My initial designs had the aardvark silhouetted, but eventually I shot the idea down because in an ink-blotter test, it resembled a triceratops. The final logo design is an encyclopedic rendition of our majestic mascot. Refined, yet playful.