TEA BAG is a Melbourne bubble tea brand that mixes traditional tea culture with a playful modern attitude, and the branding pours both into the cup.

The logo pairs a custom cartoon character, drawn specifically for TEA BAG, with a traditional-style stamp. The character brings the fun; the stamp signs for the craftsmanship.

The identity runs across packaging, in-store branding and promotional materials, with a warm, energetic palette that matches the atmosphere of the shops themselves.