BOBI
Bobi is an encouragement-first boba brand inspired by Jeong, the Korean concept of deep connection and care. Through affirmations, thoughtful design, and mental health-focused initiatives, Bobi transforms boba into a moment of comfort, self-expression, and emotional support.
Traditional boba shops can create unnecessary stress through crowded counters, overwhelming menus, unclear pickup systems, and high-pressure social interactions. Research showed that digital ordering, visual menus, clear wayfinding, and calmer environments could significantly reduce these friction points.
Bobi needed to rethink the traditional boba experience around comfort, autonomy, and emotional safety without losing the playful, social energy that makes boba appealing.
Bobi is an encouragement-first boba brand rooted in Jeong, the Korean concept of deep, caring connection.
THE PROBLEM
THE solution
I created a sensory-conscious brand and café experience designed to make ordering boba feel more comfortable, personal, and joyful.
The solution included a playful visual identity and tapioca pearl mascot, low-contact ordering through self-service kiosks, sensory-friendly retail design, expressive packaging, mood-driven drinks, artist collaborations, and mental-health-focused messaging and partnerships.
Together, these elements positioned Bobi as more than a boba shop—a welcoming space built around connection, creativity, and care.
LESS CHAOS. MORE CLARITY
Research, strategy, and design shaped a boba experience built around comfort and connection.
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Brand Strategy and design
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EXPERIENCE and environmental DESIGN
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Other Assets
Research revealed a strong preference for quiet, low-stress environments, with 80% of respondents saying they would visit a calm shop more often. These insights shaped Bobi's positioning around accessibility, emotional safety, and customer autonomy. That translated the strategy into a cohesive visual and physical brand system spanning identity, packaging, digital applications, and the café experience. The custom lowercase wordmark and smiling tapioca pearl character gave Bobi a playful, approachable personality.
01
Brand Strategy and design
Bobi’s brand experience extends beyond the café through posters, a responsive website, a mobile app, and social media. Each touchpoint carries the same playful, encouraging identity while making the brand easy to discover, interact with, and engage with beyond the physical space.
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EXPERIENCE and environmental DESIGN
The identity was also brought to life through branded loyalty cards, cups, and merchandise. These pieces extend Bobi’s personality beyond the drink itself, turning everyday objects into playful brand touchpoints customers can take home.
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Other assets
