Chaimeleon—Brand Identity

Standards Manual

The Ask

In this project, I was tasked with rebranding a business near my university. I chose to rebrand a local boba tea shop called “The Bobastop”.

I wanted to maintain the fun, youthful vibe that the existing shop has, but elevate it and make it an even stronger brand.

As I started this project, I first considered the main weaknesses of the current business. One of the main weak points was that the menu, although expansive, never changed, which in turn lessened the likelihood of customers returning to try something new. With this in mind, I decided to have a strong focus on change in my new brand. This informed all of my design choices, starting from choosing the new business name and logo.

I landed on the name Chaimeleon as a blend between “chai”, a type of tea, and “chameleon”, the color-changing reptile. I knew the logo would have to reflect that title, so I played with various representations of the chameleon until I landed on something I felt was graphically appealing.

Website

Mobile App

In-store Menu

Poster Series

Social Media Pages

Business System

Skills:

Ideation and concept development
Icon/symbol design
Designing with consideration for how to improve a business
Logotype design with Adobe Illustrator
Branding application layouts, business system elements, and manual designed with Adobe InDesign
Image manipulation for branding applications in Adobe Photoshop
Photography for branding applications using a DSLR camera