MS PREtea Cafe

Bringing the Joy of Nature into Every Cup

MS PREtea is a milk tea house in Beijing, China, pursuing taste and health using select ingredients. Unlike other brands that use powder, MS PREtea boasts distinguished recipes as they are determined 'to bring out a great taste by using the fresh base, brewed with select tea leaves.' It also has its own emotional brand story to offer joy and happiness through fresh tea leaves grown in nature.

YNL Design aimed to develop a brand identity that can convey the distinctiveness and brand story of MS PREtea and expand it into a package design system to communicate with customers effectively. Inspired by the story of Mary in Frances Hodgson Burnett's masterpiece, 'The Secret Garden,' where she plants flowers and trees in the garden to bring joy and happiness to people, we developed a character that symbolizes MS PREtea. In the illustration expressed on the package, we described the pleasure that nature offers in a warm feeling with the healthy taste brewed with carefully selected tea leaves.

YNL Design rendered the brand message, 'the joy and happiness that nature gives' through the image of a girl sitting on a tea leaf of MS PREtea. To convey the meaning of 舞 in the logotype 蜜斯舞茶, which translates into ‘active/vital,’ we expressed freshness with vivid and unique illustrated artwork instead of repeating patterns. As for the color, we used the dusty color harmoniously to deliver a more friendly and warm brand image. We considered various application items for efficient design composition for customers and employees and developed a specific design by reflecting the earlier design.