Mystery was approached by financier and entrepreneur, Assad Khan, to help formulate the concept for a scalable bubble tea offering, with the intention of launching firstly in the UK, followed by Europe and USA.

This exciting new tea bar would provide a unique new concept to younger generations, building on the popularity of the likes of Starbucks in the USA and Europe, bringing the hugely popular Asian bubble tea to Europe and adapting it for a Western market.

Inspired by the exacting process behind producing the perfect cup of bubble tea, Mystery conceived the name and defined the strategic brand vision to promote the fun nature of the product through a brand with a vibrant, kitsch and pseudo-scientific character.

Bubbleology serves a selection of delicious fruit-flavoured iced teas, brewed fresh and shaken over ice like a (non-alcoholic) cocktail. The brand design has a ‘mad science’ sensibility with simple black type and pseudo-scientific diagrams and formulae, with graphics referencing the colourful bubble tea creations, using playful and ‘crazy’ scientific imagery. 

The stores have been designed to create a fun and youthful environment with plenty of instagrammable moments, enabling customers to become brand ambassadors. 

Mystery designed the brand identity, store concept, interior, signage, uniforms, marketing collateral, brand guidelines and franchise manual.

With its initial launch in Soho in 2011 and rapid expansion across London and internationally, the brand quickly generated sensational press buzz and social media activity for the business. In December 2015 Bubbleology launched in the USA to a fantastic response and has since expanded to more sites across Georgia and Florida. Not just a tea proposition, Bubbleology has developed into a vibrant lifestyle brand, with key partnerships among major retailers.

“Our customers love the brand design that the team at Mystery have created for Bubbleology, our Soho store must be one of the most photographed cafés in London!”

Assad Khan, Founder / CEO   @bubbleology