How brands leverage design to boost sales: Bobabam

In the strategic game of leveraging product design to bolster brand influence, Chelsea Bialla, the Chief Marketing Officer of Bobabam, demonstrates keen insight into the company's latest rebrand.

Here's a couple of important things we think Chelsea and her team did right:

Audience Targeting

Good design for designed for boba tea consumption in the stores, and it seems like they used this insight to drive visual choices. Every aspect of the redesign, from font to vibrant neon have created a stark black background that stands out in the boba tea marketplace.

Background Shift

While the original design had a playful pink theme, the new stark black background contrasts with the boba image, elevating consumer focus towards the product itself, and looks like a product from serious a healthy lifestyle brand.

Amplified Logomark

The decision to enlarge the logomark improves readability, crucial in a marketplace where seconds of exposure can trigger recall and trial. The new design is fluid, modern, and easy to read from a distance, making it more recognizable and allows their water to speak to the product.

Educational Visuals

Bobabam has two things going against it: they are in the 'House 387' space so they can't show the finished product and they are in an emerging category where consumers need education. They've solved this by using engaging visual image to showcase the finished product.

• The swirls within the drink convey freshness, real ingredients, and educate consumers to mix raw ingredients
• The drink is contained in the glass, showing consumers that it's an experience they can trust

Clarity in Copy

By adopting the term "tea" rather than "juice," Bobabam effectively communicates their product category while maintaining authenticity and trust. This language choice forms a clear understanding among consumers, emphasizing the hands-on experience.

Through these meticulous design choices, Bobabam not only revitalizes its brand image but also positions itself as a frontrunner in catering to the evolving taste and preferences of a target audience.