Ranger Creek Viva 300
The centerpiece of the new store design was a custom sign made entirely of the brand’s signature fat straws – 6,000 to be exact. Smile – a call to action that’s impossible to resist – was the perfect word to represent a happy, fun-loving brand. The result is a popular selfie magnet and a colorful piece of wall art.
The “Smile” signage was featured in the 2017 Communications Arts Design Annual.
Opening in 2002, Fat Straws was one of the first bubble tea concepts to enter the DFW market. It quickly amassed a loyal following of fanatics who flocked there for fruity concoctions, fresh teas and the fun atmosphere. As Fat Straws continued to scale their operations, the founders sought to create a bold and memorable brand that cut through the clutter, endeared itself to customers and reflected the fun and vibrancy of their drinks.
After interviewing the owners, key stakeholders, staff and customers, we updated Fat Straws’ brand positioning, which led to a complete brand overhaul. A new multicolored logo formed by vibrant, overlapping “fat straws” and “bubbles” served to inform every brand touchpoint, from store design and wall graphics to packaging and apparel, while a playful tone of voice spoke to its core audience through POP elements, advertising and the website. To top it all off, a six-foot wall sculpture created by 6,000 colorful straws has become a social media magnet, helping a new generation find “happiness in a cup.”
*Featured in the 2017 Communication Arts Design Annual