Enterprise Rebrand
Country Base: Taiwan
Industry/Sector/Keywords: Beverage, Tea, Restaurant, Cafe, Drinks, Craftsmanship

Below: Before and After Images in Slide Show, Summary, Credits

Industry Setting

In Taiwan’s heavily crowded bubble tea market, TRUEDAN is a leading brand best known for its artisanal brown sugar bubble tea. As more and more coffee shops and convenience stores were beginning to tap into the tea market, the competition was fiercer than ever. Despite this increasing national competition, TRUEDAN was seeking to expand on a global scale.


To make TRUEDAN stand out from other tea brands and be recognized easily in the worldwide market, we needed to create a brand identity that reflects TRUEDAN’s spirit of ‘craftsmanship’ and that presents it in a way that connects its East Asian look and feel to the international market.


The brand design focused on TRUEDAN’s genuine passion for its authentic, detailed and precise beverage making process. The design concept ‘craftmanship’ was inspired by TRUEDAN’s meticulous mentality and its process of selecting only the finest ingredients and measuring out exact proportions, creating perfectly balanced drinks for its customers.

To break through language barriers, TRUEDAN’s signature ingredient, bubbles (or boba), was added to the new logo and has been used as the key element to speak for the brand. With its calm, delicate color palette, sophisticated imagery and refined East Asian elements, the brand was ready to leap onto the global stage with its elevated new look.


The new identity captures the brand’s spirit with a style that blends traditional Chinese and contemporary elements, helping its storefronts to stand out and paving the way for its worldwide expansion. By 2021, TRUEDAN had entered 13 countries including Japan, South Korea, the Philippines, Australia, the United Kingdom, and the United States, securing its place as one of the leading bubble tea brands globally.


Client: TRUEDAN – truedan.com.tw

Brand Strategists/Designers/Insights/Client Services: DDG – https://www.ddg.com.tw/en

Creative Director: Kris Tsao

Ann Tsai
Jude Lin