# Gen Z Bubble Tea Branding Joyba Partners with CBX to Launch New branding and Packaging By Niko Pajkovic | Published 2022-09-23 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/joyba-1 References: [bevnet](https://www.bevnet.com/news/2022/joyba-beverage-logo-boba-branding-makes-a-splash-with-design-agency-cbx) & [joyba](https://www.joyba.com/)  Joyba Bubble Tea, a beverage brand owned by [Del Monte Foods](https://www.trendhunter.com/trends/del-monte-foods), has joined forces with New York-based creative agency CBX to launch new visual identities for its [Joyba Bubble Fruit Tea](https://www.trendhunter.com/trends/real-tea-real-talk) and Popping Boba lines. For Joyba Bubble Fruit Tea CBX created an entirely refreshed brand mark that included a new logo design, color scheme, and typography. Meanwhile, for Joyba Bubble Fruit Tea, CBX helped design a new custom 12-ounce plastic cup that featured an embedded telescoping straw. The aim of the new cup design was to mimic the traditional boba shop experience; bubble teas served at boba shops typically use extra large straws that allow the boba bubbles to fit through. “CBX knows that this new Joyba branding – geared toward Gen Y and [Gen Z](https://www.trendhunter.com/trends/jarriboba) consumers – needed to feel aspirational, trendy, and experiential rather than functional,” said Lauren Kossar, Associate Creative Director at CBX. “The imagery had to clearly convey it was a popping boba bubble fruit tea product, but also speak to a more adventurous flavor profile and experiential moment.” Image Credit: Joyba ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 83% | Activity: 81% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Personalized Packaging:** Joyba's customization of packaging and straws allows for a personalized and unique experience for the customer. - **Experiential Marketing:** The brand's focus on an experiential image caters to Gen Y and Gen Z consumers, who prioritize experiences over possessions. - **Health-conscious Beverages:** Joyba's new visual identities have the potential to appeal to health-conscious consumers, by emphasizing the fruit and boba ingredients in its products. ### Industries Being Reshaped - **Beverage Industry:** Joyba's innovative redesign of its packaging and brand image could potentially disrupt the beverage industry by emphasizing a fun and personalized customer experience. - **Food Packaging Industry:** CBX's partnership with Joyba highlights the importance of innovative and customizable packaging design in the food and beverage industry. - **Marketing and Advertising Industry:** Joyba's focus on experiential marketing presents an opportunity for marketing and advertising professionals to develop personalized and unique campaigns for Gen Y and Gen Z consumers. ## Related on Trend Hunter - [Portable Boba-Style Beverages](https://www.trendhunter.com/trends/joyba-bubble-tea.md) - [Bubble Tea-Style Juice Beverages](https://www.trendhunter.com/trends/cappy-bubble.md) - [Playful Gen Z Bubble Tea Campaigns](https://www.trendhunter.com/trends/personalitea-campaign.md) - [Festive Boba Bottles](https://www.trendhunter.com/trends/holiday-bubble-tea.md) - [Energizing Boba Drinks](https://www.trendhunter.com/trends/amp-boba.md) - [Vibrant Summer Packaging Designs](https://www.trendhunter.com/trends/first-harvest-green-tea.md) - [RTD Boba Beverages](https://www.trendhunter.com/trends/boba-in-a-can.md) - [GenAI Boba Campaigns](https://www.trendhunter.com/trends/mini-pearl-adventures.md) - [Cultural Fusion Canned Bobas](https://www.trendhunter.com/trends/jarriboba.md)