HAPPY LEMON BRAND EXTENSION
A brand extension packaging project based on the tea culture company - Happy Lemon
RESEARCH
WHO ARE WE?
Happy Lemon is a beverage chain founded in 2006 by the Yummy-Town Group, a tea culture company originating from Taiwan. By 2014, they had more than 350 locations across 21 countries, selling various tea drinks, including drinks with boba.
OUR VALUES:
Healthy, Authentic, People Oriented, Playful, Young
OUR MISSION:
“To hand up a cup of great tea, spread happiness, and make the world a better place”
HAPPY LEMON LOGO:
PROCESS
COLOR PALETTE:
Since Happy Lemon is a well-established brand, it was simple to find a color palette for the project. Happy Lemon has different branding for different countries, but I chose to go with the branding style for the United States.
TYPEFACES:
For the typefaces, I wanted to choose a playful and youthful typeface along with a clean and legible typeface. The rounded, bubble-like typeface paired nicely with the Happy Lemon original branding.
SKETCHES:
OUTER PACKAGING
For the outer packaging, thick, rigid cardboard will be utilized. The outside will have a glossy finish and minimal graphics. This will give the package a premium, collector’s item look, but still retain the brands playful sense.
CONTENTS
Inside the box, multiple items will showcase Happy Lemon’s iconic character. All with branding, there will be the reusable cup, the brush and straw set, a boba cup holder, and an exclusive small tote. Additionally, information cards such as cleaning instructions and boba information will be safely stowed in the box.
