Yun Tea House: Brewing a Brand
Location:
4344 Convoy St, San Diego, CA
Role:
Branding, Visual Design, Marketing, Social Media
Timeline:
Oct 2023 - Aug 2024
Deliverables:
Logo, Menu, Interior Design Moodboards, Social Media Strategy
Yun Tea House is a popular boba shop located in San Diego’s Convoy District, a street known for its thriving Asian cuisine scene. As part of the founding team, I was responsible for bringing the brand to life from the ground up including logo design, menu design, interior design input, and launching the shop’s social media presence.
The Challenge:
With so many established boba shops in Convoy, Yun Tea House needed to stand out. The challenge was to create a brand identity that:
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Differentiated itself from competitors while feeling welcoming and modern.
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Translated across physical and digital experiences from signage and menus to social media.
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Connected with the local community through authentic, shareable content.
The guiding question became:
“How do you launch a brand that doesn’t just serve drinks, but creates a memorable experience that people want to share?”
The Process:
Branding & Logo Design
The business owner and I began with research into the local boba market and I sketched out early concepts inspired by Yun’s name and values. He wanted something minimal and "cloud" adjacent.
Through multiple iterations, I refined the design into a logo that balanced elegance with playfulness and met my employer's criteria.
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Design choices: A clean, modern typeface with rounded details to convey approachability.
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Color palette: Soft neutrals paired with warm accents, evoking comfort and calm.
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Final logo: A mark versatile enough for cups, menus, signage, and digital use.
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Menu Design
Menus are often a customer’s first interaction with a brand, so clarity and visual appeal were essential. My initial design featured all menu items clearly categorized and neutral background with hand-drawn drink illustrations, creating a simple and approachable look.
After feedback that the owner wanted something more elegant, I redesigned the menu with a Chinese painting as the backdrop and paired serif and sans-serif fonts to establish hierarchy. The final menu is easy to read, aesthetically pleasing, and cohesive with Yun Tea House's brand.
Interior Design
To make the in-store experience consistent with the brand, I contributed ideas for décor, ambiance, and functional design.
I helped select wall art, color schemes, and decorative elements that reflected the logo’s aesthetic, ensuring the space felt both inviting and shareable for social media moments. Furniture was chosen with customer comfort in mind, while I also proposed adding electrical outlets near tables to attract students and remote workers—a suggestion that was implemented and ultimately increased the café’s appeal as a study-friendly space.
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Social Media Strategy (TikTok & Instagram)
To build buzz before and after opening, I created Yun Tea House’s TikTok account and helped manage Instagram, crafting content with a playful, trendy voice that resonated with younger audiences.
The strategy quickly gained traction, growing the account to nearly 800K total views, including a viral video that reached 750K views and significantly boosted brand awareness. Regular posts continued to draw 3K–15K views each, showcasing consistent engagement and momentum.
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The Outcome & Reflection
Yun Tea House quickly became a local favorite in Convoy, with a viral TikTok video driving massive exposure and foot traffic. Customers frequently shared their experiences online, tagging Yun Tea House, which reinforced the cohesive brand identity across logo, menus, interior, and social presence.
Working on Yun Tea House taught me how to merge creativity with real-world business needs, designing not just for aesthetics but for how people interact with a brand — whether holding a menu, walking into the shop, or scrolling through TikTok. I feel proud and honored to have contributed to the creation of a staple community space where people of all kinds can gather, connect, and feel welcome. This project remains one of my proudest accomplishments because I got to see my design decisions come alive in both physical and digital spaces, creating a brand that customers genuinely connect with.