Dongqi Design designs new identity for GOOTTT
Shanghai-based design agency, dongqi Design, worked with 古茗, an experimental tea venture owned by milk tea brand Guming Tea, to develop its English brand and name.
Dongqi Design was tasked with creating a new brand with an English name and a refreshed visual identity system, aimed at China’s younger demographic. The objective was for the new name to become a juncture between the existing and the new: donqi wanted it to be related to the original Chinese name of Guming, whilst also functioning as the very essence of the upcoming brand identity.
The name GOOTTT was the solution. After deconstructing the original Chinese logotype of guming （古茗), dongqi design regrouped the Chinese strokes to form the English name “GOOTTT,” which is pronounced like “good.” The new visual system, with the logo elements shaken and remixed, aims to resonate with customers and how how they shake their tea before drinking it.
Strategically, dongqi repositioned GOOTTT as the ‘LifeDrink’ in China, aiming to create a seamless flow between life and tea. The simple typographic system follows the brand’s bubbly characters. The black and white colour scheme expresses the genderless personality of the brand, while contrasting the colourful fruits and milk tea ingredients.
The new slogan ‘Have a goottt day!’ aims to inspire people to keep moving, to enjoy the present and a good life.
