The Evolution of Machi Machi
Machi Machi is a famous milk tea brand found in Taiwan, with numerous franchises throughout the world. Their business focuses on using high-quality materials to ensure that their products are excellent in taste, while maintaining a high aesthetic quality. They continuously innovate to breakthrough in various customer-focused aspects. Their top priority is to ensure that their customers always leave with a positive experience.
Looking to set a foothold in the Oceanic region, particularly in Australia, Machi Machi were seeking an Australian interior design studio to realise their vision. As part of their global expansion strategy, Machi Machi aimed to integrate minimalist design principles into their brand identity and physical spaces. We were tasked with following their specific design guide and defined colour palette, creating stores that reflected their brand aesthetic, while also enhancing the overall customer experience, designing a cohesive and visually appealing environment for patrons to enjoy their milk tea.
The brand guideline presented an abundance of brand elements, and adhering to these specific brand guidelines posed a significant challenge. The diversity of the different sites and the need to infuse a sense of ‘freshness’ into each design were strategic challenges that we needed to address to allow Machi Machi to flourish in Australia. Balancing these dual objectives required creativity, flexibility, and a deep understanding of both the brand's identity and the unique cultural nuances of the target region.
To address the need for creating memorable experiences for Machi Machi consumers and ensure consistency across all outlets, we proposed the introduction of a ‘time capsule’ concept. This concept aims to capture and encapsulate the essence of each Machi Machi store, fostering a sense of nostalgia and connection from the moment customers enter the premises. This helped us pave the way for its seamless integration into all future Machi Machi outlets. Enhancing brand recognition and loyalty, this concept elevates the overall customer experience, transforming each visit into a cherished memory that transcends time and space.
