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THE CHALLENGE
Create and design an engaging self-guided tour around the Cincinnati area.
THE OUTCOME

queen city boba crawl

BRANDING, TOUR DESIGN
A self-driven tour with varying touchpoints focused on Cincinnati’s bubble tea scene targeting early Gen Z and young millennial females.
NOTABLE ATTRIBUTES
The tour uses Cincinnati’s nickname, Queen City, and uses the term “crawl” because the tour is run similar to a pub crawl.
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COLLATERAL
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BROCHURE

The brochure is imperative for the tour because it is both an advertising and wayfinding tool. The five-fold brochure opens up to a map of the locations on the boba crawl. Each location is associated with a color on the map and are grouped by neighborhood. On the opposite side, each location is listed out with its address and suggested drink, along with a version of the boba crawl logo that is adapted to visualize the colors of the drink. The brochure also includes a description of the tour and some historical background about the origins of bubble tea. Additionally the brochure has a page where participants can add stickers they collect at each location.

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STICKER SET AND DISPLAY

After visiting each location, visitors will receive a bubble tea ingredient sticker. The stickers include a boba straw, milk carton, ice cubes, tapioca boba, and tea leaf. The stickers are simple and use kawaii facial expressions, a popular Japanese cutesy animation style. To hold the stickers, each participating shop will be provided with a small display that can be placed on the counter. This vessel includes the Queen City Boba Crawl logo and has a call to action to remind participants to grab a sticker to add into their brochure.

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THE PROCESS
Ideating the concept of Queen City Boba Crawl came pretty easily to me. After brainstorming name options for the tour I did a few preliminary sketches for the logo, but moved onto digital pretty fast to further the idea of a crown on top of a cup of bubble tea. I wanted to pay ode to Cincinnati's nickname, Queen City, by making the logo seem regal, yet trendy. Another aspect I knew I wanted to include would be vibrant and aesthetic photography, which can be seen in the brochure. After I played around with the logo mark I developed a style guide to work off of. All the colors were inspired by the natural colors of popular teas, such as taro, matcha, and thai. I was directly influenced by my own experience with the topic as well as instagram food bloggers and bubble tea shop interiors.
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