Chaffic

The brand had an unclear positioning centered around “taste the real,” which didn’t capture the full essence of its authentic, artisanal heritage, nor its joyful, energising vibe.

This limited appeal to both traditional tea lovers and newer, trend-driven audiences seeking crafted, meaningful beverage experiences.

The challenge was to evolve the brand to surface its purity, craft, and origin story with a modern, vibrant personality, making it more relevant, desirable, and distinctive in a competitive market of crafted beverages.

The aim was to create a positioning that truly reflects both quality and joy.

Consumers crave authenticity and craftsmanship but increasingly value brands that inspire energy, positivity, and community.

By blending a rich 1600-year tradition from Mount Wuyi with fresh, innovative approaches, the brand has a compelling story of heritage and modernity.

Positioning the brand as a joyful, artisanal beverage house connecting senses, health, and social belonging offers a deeper emotional appeal.

This led to the single-minded proposition: “Pure joy brewed fresh,” capturing the essence of both the craft and the uplifting experience the brand delivers, resonating across heritage aficionados and trend-focused consumers alike.

The creative concept, Big Fun, brought the brand into a lively, energetic space balancing purity and heritage with joy and trendiness.

We curated a vivid, energising palette dominated by bright greens and complemented by an expansive secondary spectrum reflecting the variety of flavours.

Photography highlighted core content pillars, heritage, craft, and product authenticity.
Typography adopted bold, playful styles giving voice to punchy, memorable messaging.

Graphic elements offered flexible framing for visuals and copy, used as hero graphics or stickers.

This cohesive visual system was applied across merchandise, store facades, advertising, digital channels, and social media, elevating the brand’s presence and distinctiveness.