Choulee, Minimalist Teahouse
Choulee Teahouse is a rising milk tea brand, that brings the essence of today’s quality-driven lifestyle to the lively streets of Melbourne CBD. Every surface in Choulee is unexpected, open-minded, and yet there is harmony, as each was thoughtfully chosen to stimulate the senses and deliver an extraordinary customer experience.
The concept of this design is to create a comfortable, fun, and engaging space for customers to enjoy, connect, and interact. The idea is to stimulate an interactive sensory customer experience through a refreshing, minimalistic, trendy, and sustainable design.
A minimalist color palette was chosen to create a point of differentiation. Instead, textured paint, cement render, and reflective materials were used to add depth and create contrast; drawing customers in for a closer look. On the other hand, irregular lighting placements, organic shapes, and curve details are representations of the tingling senses found within the microscopic visions of taste. Additionally, we also decided to use materials such as stones, timbers, and low-emission VOC products to increase the sustainability of the place.
On the feature wall, the brand mascot reflects the playful elements, solidifying the brand’s identity in both the physical and digital spaces. To add a new dimension to one of Melbourne’s busiest streets, we used textured and metallic materials together with smart lighting.
