Opening in 2002, Fat Straws was one of the first bubble tea concepts to enter the DFW market. It quickly amassed a loyal following of fanatics who flocked there for fruity concoctions, fresh teas and the fun atmosphere. As they continued to scale their operations, they recognized that their original identity was not reflecting the vibrancy and fun of their brand, and sought to create a bold and memorable brand that cut through the clutter and endeared itself to customers.
After interviewing the owners, key stakeholders, staff and customers, we updated Fat Straws’ brand positioning, which led to a complete brand overhaul. A new multicolored logo formed by vibrant, overlapping “fat straws” and “bubbles” served to inform every brand touchpoint, from store design and wall graphics to packaging and apparel, while a playful tone of voice spoke to its core audience through POP elements, advertising and the website. To top it all off, a six-foot wall sculpture created by 6,000 colorful straws has become a social media magnet, helping a new generation find “happiness in a cup.”