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GOOTTT
2020



Role
Naming
Slogan
Visual identity system
Art direction
Brand Positioning

GOOTTT is a teashop in City that has repositioned itself as the daily drink brand in China, blending life and tea seamlessly. Our rebranding included naming, writing, identity design, graphics, packaging, and film-making.

We created the English name "GOOTTT" for 古茗 (Guming) to be easily pronounced by Chinese people, connecting the old and new identities. The slogan “Have a goottt day!” encourages positivity and enjoying life. The typographic system is simple and coherent, with a black and white color scheme highlighting the brand's friendly, optimistic character and contrasting with the colorful ingredients. A 3D brand film depicted a modern Chinese lifestyle, integrating fruit and milk tea into everyday scenes, making it quirky and fun. The film introduced upgraded brand assets and emphasized GOOTTT’s new identity: a drink made with quality ingredients and a good heart.

The project was also shortlisted for an Asia-Pacific Design 17 award.

Please see below stills from the 3D video. The full video can be watched at:
https://www.xinpianchang.com/a11323699?kw=뮴剖꿱&from=search_post