Unbelibubble Tea House
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Rebranding
Web redesign
Creative direction
Illustration
Unbelibubble is a leading bubble tea brand in Atlanta, Georgia that was established in 2018. Specializing in hand crafted beverages and desserts, but particularly in bubble tea. With over five locations, expecting two additional to open in ‘22/’23. Unbelibubble has made an imprint of their own within the bubble tea industry.
About
Challenge
Unbelibubble tea house started as a local mom and pop bubble tea shop in Atlanta, GA and the brand website reflected just that. With the rapid growth and expansion, the goal/challenge was to portray an updated platform to provide easy navigation while providing a captivating digital experience to draw customers.
Research
My research started by communicating with the founders to understand their desired direction for their new website. With their goal in mind, I was able to enhance the UX/UI while achieving the specifics Unbelibubble wanted to achieve by tackling the things they lacked on their previous website.
Problem
A majority of the problem from the original website lacked many working functions, was missing content including photos, outdated information and interactive features. The placement of the content were unorganized, causing the user to feel lost and confused while navigating through the website.
Original - Website Design
Design Rebranding
The goal behind the rebranding and identity on the website was to mirror a clear representation of the actual in-store experience. By incorporating a consistent design element found throughout all locations into the website, I was able to translate this specific goal. For example, the herringbone tile element is a design choice the founders implemented in all the locations. As a result, this design motif was used as the background on the main page.
Color Palette
The green in the color palette was inspired by the base ingredient of loose leaf tea, which is one of the main ingredients used in bubble tea. The neutral tones that are evident at all locations were also taken into consideration when choosing the color palette, which showcases a fresh and modern take with a pop of color.
Typography
Similar font types were paired cohesively together in order to achieve an understandable overall language throughout the website. The logo font was selected to represent the light and fun bubble tea atmosphere.
Approach
The overall website design was upgraded to enhance the organization and flow of the customer interaction. Keeping that in mind, one of the main goals of the website was to display the menu and draw attention to the products available to purchase. In order to effectively have users place an online order, a CTA button, link to socials, and delivery options were placed to be shown immediately on the homepage.
As shown on the original site, the navigation bar has multiple tabs with a drop down function with sub tabs. My approach was to condense the navigation bar for users to effortlessly locate specific sections of the website.
Website Redesign
What I Learned
Through this collaboration process with Unbelibubble, I was able to learn the importance of fully understanding the standpoint of what my clients wanted while merging my UX/UI design skills that could co-align with the vision of both parties.