Chatime Announces Brand Refresh with Cup of Joy
The brand refresh captures the vibrant, youthful spirit of the company and appeals to Gen Z around the world, seeking opportunities to create and celebrate in their everyday lives.
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Chatime, a global bubble tea and innovative beverage brand, announced a brand refresh anchored on its new brand promise, “Cups of Joy.”
Henry Wang, Chairman of Chatime, said, “In a changing and often challenging world, Chatime gives people a reason to come together and celebrate all the moments – big and small – that matter to them. Our updated brand is designed to catch consumers’ attention and inspire curiosity and excitement to reward yourself with a cup of joy.”
Teresa Wang, Co-Founder of Chatime, said, “Chatime’s new brand reinforces that we are committed to delivering an inclusive customer experience in every cup. We embrace our customers’ choices and create an atmosphere of community where they can express themselves freely, boldly, and confidently. Our beverages offer value and serve many purposes for today’s consumer, whether they are looking for a moment to rest for their mental health, asocial outlet for spending time with loved ones, or simply a means to recharge for the day ahead. We’re here to support our customers with cups of joy.”
The brand refresh captures the vibrant, youthful spirit of the company and appeals to Gen Z around the world, seeking opportunities to create and celebrate in their everyday lives.
From an updated logo and tagline to new menu choices, modernised packaging, and new store designs, all elements of the brand refresh are designed to engage new customers and longtime fans on an emotional level, forging deeper connections as it delivers the fun and flavourful experiences they crave.
