Milk tea in HCMC is its own ecosystem, and launching a milk tea store in District 1 means you need something to say. The name does a lot of the work – Pearl implies quality without being precious about it, and once the jewel becomes the brand symbol, the visual logic follows naturally: spherical gradients rippling across every surface and catching light the way a real pearl would.
The scope is broad: brand identity, social media, media production, but the concept stays consistent. Premium ingredients, fresh fruit, genuine hospitality. Pearl isn’t trying to reinvent milk tea so much as do it properly, and the branding reflects that: confident, cohesive, and just a little bit gleaming.
Brand Identity
Creative Director: Tú Lê
Graphic Designers: Hiếu Võ, Linh Dương, Ly Nguyễn, Tú Lê
Project Manager: Thùy Trang
Consultant: Kai Nguyễn
Documentation: Khánh Vy, Tú Lê
Brand Film
Director: Kai Nguyễn
DOP: Thai Do
Assistant Director: Anh Đức
Gaffer: anh Hưng
Art director & Stylist: Thùy Trang
Set designer: Hào Tăng, Phoebe Lam
Makeup artist: T A N
Stunt: Team anh Toàn
Producer: Khôi Nguyễn
Line Producer: Trúc Mai
Production assistant: Quynh Huong Phan
Talent: Ben Nguyen, Huỳnh Như Yến
Editor: Sói Phạm
Color grading: Anh Đức
3D & VFX: Seva Markov
Sound design: mess., Tân Thiếu Gia
Support: Lộc Huỳnh, Tú Lê
Opening Events
Event coordinator: Hồng Khang
Floral installation: thơm thảo research, Kai Nguyễn, Mia Phùng, Phoebe Lam
Gifting: Phoebe Lam
