Client :
It's Boba Time
Role :
Design Manager
Duration :
2023 ~ 2024
Services :
Strategic Brand Development, Product Design
It’s Boba Time is the largest boba franchise in Southern California, boasting over 85 locations across California, Nevada, and Arizona. Since its inception in 2003, the brand has developed an extensive menu featuring over 140 items, including teas, boba drinks, smoothies, and juices. As the Corporate Design Manager, I led a creative team of five, overseeing marketing campaigns, updating the It’s Boba Time app and website, coordinating design requests from 53 franchise owners, and supporting the successful launch of 11 new franchise locations. Key responsibilities included designing and updating store exteriors and interiors, creating seasonal marketing content, managing franchisee fundraiser and design requests, and advising franchise owners on prioritizing items and designs to drive sales, tailored to their location and target demographics.
Our team spearheaded the brand's digital marketing strategy, achieving a 40% increase in social media impressions across Instagram, Facebook, TikTok, and YouTube. These efforts led to seven notable brand collaborations, including partnerships with Netflix for Squid Game, Hulu for Quiz Lady, and KIIS FM/iHeartRadio for the Jingle Ball Christmas event.
Additionally, the updated It's Boba Time app resulted in a 15% growth in active users, reaching a total of 319,234 active users by June 2024.
