App Design & Digital Brand System
As CHAGEE expanded into the U.S. market, we developed a comprehensive digital brand system designed to translate the brand's heritage into a modern mobile experience. The work included app UX/UI direction, voice and tone, content strategy, photography principles, color and typography systems, iconography, interaction design, and component standards. Together, these elements created a cohesive framework that brings consistency, clarity, and a distinctly modern teahouse experience to every digital touchpoint.
