Boba culture: Boba milk tea provides a shortcut for social interaction. For contemporary young people, instead of struggling to find topics of common interest, it is better to choose a cup of milk tea that suits your taste and sit in a dreamy decorated store. The topic naturally starts from the favorite flavors, and then gradually talked about the philosophy of life.
At Kung Fu Tea, they continuously improve their brand and beverages and the lives of their customers by providing only the most delicious, high-quality flavors but also inspiring the community to dream big and live fearlessly. So, the next step in this digital age is connecting customers to one another over their favorite orders. Since the pandemic, the world has felt secluded, and kung fu tea wants to bring the community back into boba.
For this project, I wanted to promote boba tea in a way that enhanced the experience of getting boba in a way that was still possible during the pandemic.
Insight:
Getting boba can be a primarily social experience. When people decide to get boba they usually do it in groups or pairs as a fun activity for friends. However, during the pandemic, meeting up with new people or large groups of people in general wasn't really possible.
Concept:
What if we devised a way for the boba experience to be social while still allowing people to social distance?
Idea:
Create an addition to Kung Fu Tea's app called Boba Buddies. When a user pays for their drink using the app, they are automatically matched with someone around the world who also has purchased the same drink. In doing this, the user has now found someone who they already share one thing in common with. The user can then add friends through this process and buy them drinks. How far they take this new relationship is up to them. For every 5 friends a user makes through the app, they earn a free drink.
Campaign Print Ads
Ideas and sketches for print ads
Video: New boba social features in Kung Fu Tea app
Ideas and sketches for prototypes
