ChaTown | Cl Artdrop

Self-Directed Design Project:
ChaTown Milk Tea Branding

Year: Spring 2025

Role: Branding Design, Packaging Design, Visual, Social Media Design

Tool: Adobe Photoshop, Adobe Illustrator,

Overview:

ChaTown is a modern milk tea brand that blends bold tradition with a clean, urban aesthetic. Inspired by the rhythm of everyday city life, the brand reimagines milk tea as a cultural moment that feels both comforting and contemporary.

This concept focuses on creating a visual identity that is minimalist yet inviting, with a warm, playful tone. The branding system includes soft-toned packaging, bilingual typography, and calm, structured layouts that reflect ChaTown’s approachable personality and refined taste.

Identity:

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Logo:

Design Concept:

The goal of this project was to create a brand that is simple but still warm and inviting. I used Tiffany blue and neutral colors to make the design feel calm, clean, and modern. The brand includes both Chinese and English to connect with more people while still showing its cultural background. Everything, from packaging to menus and digital design, follows a clear and consistent style. The final result is a brand that feels modern, easy to recognize, and visually appealing for a younger audience.

Pattern:

The ChaTown brand pattern is a modern reinterpretation of traditional East Asian motifs—particularly inspired by “青海波 (Seigaiha)”, a wave-like design historically symbolizing peace, resilience, and continuity.

Challenege

Needed to visually honor traditional tea culture while appealing to trend-focused urban audiences.
A unique identity that avoids clichés and delivers visual clarity and memory recall is required.
Had to maintain emotional warmth and approachability within a restrained design system.
Typography, layout, and hierarchy had to work harmoniously across two languages without clutter.
Branding must stay consistent across packaging, store interiors, social media, and website.
Visuals had to be aspirational yet inclusive, inviting everyday and design-savvy consumers.

Solution

Developed a minimalist identity rooted in cultural nuance.
Crafted a warm, photogenic color palette.
Balanced English and Chinese typefaces with harmonious spacing, allowing clarity across print and digital formats.
Unified visual elements across cups, apparel, signage, and store interiors with rounded geometry and tonal consistency.
Leveraged visual hierarchy and white space to convey elegance without feeling distant.
The branding system is scalable across new product lines, seasonal campaigns, and potential sub-brands