1 Complete Branding Guide

Comprehensive Branding Guide for Mobba: The Fun and Energetic Boba Kit Brand 1. Brand Mission & Vision Mission: To bring the joy of premium boba drinks into every home, making it easy, fun, and accessible for everyone to create their favorite bubble tea experience with high-quality, customizable kits. Vision: To become the go-to brand for at-home boba lovers around the world, known for innovation, fun flavors, and a sense of community that connects boba enthusiasts through shared experiences and creativity. 2. Target Audience Demographics: Primarily young adults and millennials (ages 18-35), urban dwellers, students, and young professionals who appreciate the experience of making bubble tea at home. Psychographics: The target audience is adventurous, enjoys discovering new flavors, and loves trying new DIY experiences. They are active on social media, follow food trends, and value premium quality products that bring fun into their daily lives. Behaviors: They frequently engage with content about food and beverages on platforms like TikTok and Instagram, often posting about their creations and interacting with brands that offer unique experiences. 3. Brand Personality Traits: Mobba is fun, energetic, vibrant, and playful. The brand embodies a sense of excitement, creativity, and inclusivity, making every customer feel like they are part of a boba-loving community. Description: Mobba speaks with an upbeat and friendly tone, encouraging experimentation and fun in creating boba drinks. The brand is colorful and lively, creating an environment where fun and premium quality coexist seamlessly. 4. Unique Selling Proposition (USP) Mobba stands out as a premium, fun, and interactive boba kit brand that offers an easy and authentic bubble tea experience at home. The $50 kit includes four diverse and premium flavors, allowing customers to mix and match according to their taste preferences. Unlike other boba kits, Mobba emphasizes premium ingredients, ease of use, and a vibrant brand experience that makes customers feel like they’re getting a special treat with every sip. 5. Visual Identity Color Palette: Mobba’s colors are bright and energetic: a mix of neon pink, lime green, sunny yellow, and bubble blue to convey a playful and youthful vibe. Typography: The typography is bold and bubbly, with rounded sans-serif fonts that mirror the fun and casual nature of the brand while ensuring clarity and legibility. Examples include Poppins for headers and Lato for body text. Logo Design: The logo features a playful boba cup with a smiley face, highlighting the fun, approachable, and youthful essence of Mobba. The brand name, Mobba, is stylized with a slight wave effect, giving it a dynamic and energetic look. Graphic Elements: Use of hand-drawn doodles such as boba pearls, straws, and flavor icons (like fruit and tea leaves) throughout packaging and marketing materials adds to the interactive and creative brand feel. 6. Brand Voice & Messaging Tone: Upbeat, playful, and inclusive. Mobba communicates with excitement, using energetic language that invites customers to join in the fun of making their own boba. Messaging Examples: "Shake up your day with Mobba—your DIY boba adventure starts here!" "Satisfy your bubble tea cravings, anytime, anywhere, with flavors you’ll love!" "Mobba—Where your creativity meets premium boba magic." 7. Brand Values Fun & Playfulness: Encouraging customers to have fun with their boba creations, embracing creativity and self-expression. Quality: Using only the best ingredients to ensure a premium boba experience that rivals your favorite bubble tea shops. Inclusivity: Creating a welcoming community where everyone, regardless of experience level, can enjoy and engage with the brand. Sustainability: Commitment to using eco-friendly packaging and sourcing ingredients ethically to reduce environmental impact. 8. Brand Touchpoints Social Media: Active presence on Instagram, TikTok, and Facebook, featuring user-generated content, DIY tutorials, and flavor inspiration. Website: A vibrant and interactive platform where customers can purchase kits, access flavor guides, and join the Mobba community. Packaging: Bright, colorful boxes with easy-to-follow instructions and playful illustrations that reflect Mobba’s energetic brand. Email Marketing: Engaging newsletters offering exclusive flavor drops, recipe tips, and community stories to keep customers excited and connected. 9. Implementation & Guidelines Brand Consistency: Always use the primary color palette and typography as defined to maintain visual consistency. Logos should be prominently placed on all packaging, social media profiles, and the website, ensuring immediate brand recognition. Social Media Strategy: Engage with customers by encouraging them to share their boba creations with the hashtag #MyMobba. Regularly post tutorials, behind-the-scenes content, and collaborations with influencers to keep the feed fresh and interactive. Content Guidelines: Ensure all content aligns with the playful and energetic tone of the brand. Avoid overly formal or corporate language. Keep visual assets colorful and dynamic, incorporating the brand’s graphic elements like boba pearls and flavor icons. Packaging Guidelines: All packaging should incorporate the brand's colors, logo, and hand-drawn elements to create a cohesive unboxing experience. Include QR codes on packaging that direct customers to exclusive content like recipe videos and community features. By following these guidelines, Mobba can consistently deliver a fun, premium, and engaging brand experience across all channels, ensuring a loyal and growing customer base.