SITE'S INTENDED AUDIENCE

- Koi -

Scrolling once on the front page leads the audience to a short text which explains that KOI intends to attract consumers by providing “happiness” and that drinking KOI is “fun”. This section is placed before the “About Us” section — in most conventional sites, the “About Us” section is always the first link or right at the top. This seemingly unconventional use of captivating text implied that KOI places consumers as its top priority. The first words that the audience come across are used to draw them in, instead of selling the history of the company to them.

There is emphasis on KOI’s use of fresh tea which aligns with its brand name — the use of the word “Thé”. There is a dedicated section on its brand culture, which briefly explains the tea selection and brewing process. This is well-conveyed to consumers who are looking for quality tea, and not just the “fun” element of drinking bubble tea.

- Gong Cha -

The overall feel of the site is very formal compared to that of KOI’s. It seems to imply that Gong Cha hopes to reach out to a wider audience and perhaps connect with the more mature crowd, instead of placing emphasis on attracting youths.

- Yuan Cha -

It is clear that Yuan Cha wishes to reach a wider market with its use of two languages. The use of Traditional Chinese (used in Taiwan) instead of Simplified Chinese (used in Singapore) deepens its link to Taiwanese tea and is perhaps a way of touching the hearts of the more “conventional-Chinese-thinking” Singaporeans or perhaps the older generation who appreciates tea-drinking as a culture.

SITE'S PURPOSE

- Koi -

From the content presentation, the site seems to highlight the points “fresh tea”, “dedication”, “fun” and “happiness”. These are in line with KOI’s vision and mission, which proves that the site’s purpose is met.

- Gong Cha -

The company’s history, vision, mission and core values are properly addressed, however there is no significant emphasis on tea quality or freshness unlike that of KOI’s site. Its “Products” page, however, displays all of its drinks with images, allowing each drink to be in the spotlight. The site’s purpose seems to be in selling its drinks, one can see that the drinks are the main focus of the site.

- Yuan Cha -

A dedicated link on the front page draws attention to the drinks menu, yet however the “Drinks Menu” page does not showcase Yuan Cha’s full drinks selection. While it does detail the type of teas it offers, there is no mention of the type of toppings it has. It may be a tactic to draw consumers to visit the physical shop for information, however it may disinterest some audience. Nevertheless, the site serves its purpose of informing potential consumers of its locations, as well as portray the brand as one that emphasises Tea over Toppings.