As bubble tea originates from Taiwan, many other bubble tea suppliers lead with a typically kitsch and Taiwanese inspired brand image. However, CUPP wanted to do things differently and create a more minimal, mature brand identity which could be found on every high street, and which allowed the quality of their produce and their brand values to take centre stage. CUPP pride themselves on being one of the only suppliers of bubble tea that use homemade syrups, real fruit, organic milk and real loose leaf tea, therefore they wanted a brand identity that reflected the quality and consideration that went into each and every drink and meal on their menu. We created an identity inspired by the tapioca balls found in bubble tea, and the bamboo straws. The ‘U’ then represents the iconic cups that CUPP use for their drinks.