ART DIRECTION | IDENTITY DESIGN
While working as Creative Director at Plinth Agency, I worked on the Kamilya QSR Tea brand. The client had the license to an existing popular brand from China - R&B Tea. The client wanted to create a new brand on top of their existing operations. The goal was to set them apart from the saturated landscape of very “Asian” branded bubble tea concepts in their area in SoCal. They wanted the brand to be more visually global, higher-end than the average bubble tea shop, but still approachable to their core customer. Inspired by the scientific name for the tea plant, Camelia Sinensis, the team landed on “Kamilya.” The name sounded smooth, catchy, and feminine in a good way. I tried to take those same connections in the visual direction of the brand.
Unfortunately, due to circumstances out of our control, the plan was scrapped before the actual buildout. I liked the project enough to share it with the rest of my work.
Since the old brand was reliant on a white and green palette, I wanted the new brand to feel fresh. The deep grey slate color and dusty pink, gave the brand a sleek and modern feel. Taking a cue from popular makeup packaging, I chose to ground the brand’s color palette in a dark color, using pink almost as a neon pop on top.
One of my favorite parts of the project was the design for the focal wall. Our team came up with the tagline “ Krazy Beautiful” to be made into a neon sign. I would’ve loved to see this come to life!