Tea Tac Toe

FOCUS: BRANDING/PACKAGING

CLIENTS

Self-initiated

LOCATION

Singapore

TIMELINE

6 weeks

YEAR

2021

Summary

Tea Tac Toe is a board games cum boba cafe.

It aims to bring together the social aspect of board games and the uniting power of food. The branding centres around board game elements and interactivity, linking to the idea of play. In particular, the name cards and tea packaging encourage the consumer to play tic tac toe.

DESIGN BRIEF

💡 Create a boba brand.

Development

Initial ideas

A brand selling alcoholic bubble tea for adults. A pun on bubbly (champagne) and the bubbles (tapioca pearls) in bubble tea.

A study space selling affordable bubble tea – a pun on mugging (Singaporean slang for studying) and a mug to serve tea in.

Concept

The chosen idea was a board games cum bubble tea cafe. This option was chosen due to a relatively stronger rationale for the brand idea. Games cafes already exist in the Singaporean sphere, but they lack in, or altogether ignore, the variety of food and drink options provided.

Above: Competitor X does not offer culinary options altogether, along with a space that is unwelcoming and cold.

Above: Competitor Y offers a limited range of drink options, consisting of only bottled drinks.

Therefore, Tea Tac Toe aims to bring together the social aspect of board games and the uniting power of food – in particular, boba: Singaporeans’ favourite obsession. Boba is easily sipped and does not take up much tabletop space, and was hence the ideal menu option.