For Filipinos, milk tea isn’t just a trend. For many, it is a highly emotional experience and the fulfillment of a longing. More than just a sugary drink, people have described it as a hug at the end of the day, and even a way to hang out with friends.
Our research led us to some of the most interesting interviews we’ve ever done. We talked to people who consider themselves “bobasseurs.” They even have dedicated group chats just to share their latest milk tea discoveries. Can you imagine travelling to different countries just to drink milk tea?
Siblings Jaz and Jax Reyes were determined to redefine the milk tea experience for Filipinos. They believed there was still a lot of space for creativity, to go beyond the typical flavors.
And the only way to get on their level was to drink a lot of milk tea. In 2019, we visited Kunming, China to taste test all the flavors they wanted for their brand. For a few days, we were professional milk tea drinkers– the dream job of every milk tea stan.
Inspiration
Over 60 drinks later, we took inspiration from all the sinkers, syrups, teas, and fruits when building the brand. Everything down to the custom type and color choices communicate all the tastes and flavors one might wish for.
Designer’s Note
Trixia: One day, while looking at my phone and noticing the time at 11:11 AM, I instinctively closed my eyes and made a wish. A mental image of drinking milk tea mid-sip with pearls moving up a straw and the numbers 11:11 clicked in my head. You could say it was ~a revelation~
Wishing is the central theme of the brand. 11:11 is something to look forward to, a desire you hope to fulfill. The rest of the brand’s identity followed suit, a whimsical brand built on wishing, longing, and comfort.
Trixia: The brand draws visual inspirations from two dots in the name as the main visual element. We kept it flexible- It can be used as a frame, container, or to add emphasis to a word or a phrase.
Designer’s Note
The visual identity of 11 goes beyond just drinks, and has since expanded to merchandise, editorial campaigns, and creative partnerships.
Strategist’s Note:
Petra: I realized that our brand should be as fluid & adaptable – not anchoring on one trend but setting itself to adapt to all trends that come in the future.
11:11 opened its first store in Eastwood and recently opened up a new branch in Maginhawa.
Jaz: Most would say it’s a dream come true but we’d like to think it’s a wish coming true. The goals are set, the bar is high and we’re crafting our own path to achieving such. It’s something that was surprisingly what we all needed despite what 2020 has thrown at all of us. It reminds us to treat ourselves and others well. It asks us to find a way to hold our head up high, to look up to continue to hope and make wishes come true.
Message from our CLIENTS
11:11 is exactly that. Making a wish in the middle of the night and maybe, even if for a minute, feeling like it’ll come true.
