Chatime takes 'cups of joy' worldwide with vibrant brand refresh

Bubble tea brand Chatime has unveiled a brand refresh aimed at capturing the vibrant, youthful spirit of the company and to appeal to gen Zs around the world who are seeking opportunities to create and celebrate in their everyday lives. 

The brand refresh also aims to solidify Chatime's strong brand relevance and permanence across international markets and capitalise on the increasing demand for its products in key markets such as Indonesia, the Philippines, Australia, Canada, the UK, Ireland, UAE and Mauritius. The bubble tea brand also recently expanded into India and Thailand. 

The brand refresh is anchored on its new brand tagline "Cups of Joy" and features an updated purpose, logo, menu choices, packaging and store designs.

Don't miss: Tealive turns 48-storey KL building into massive bubble tea cup

The brand’s updated purpose, “To celebrate a different world, together,” as well as its values and beliefs, emphasised Chatime’s commitment to fostering inclusivity, creativity, and a sense of a global connected community for customers.

Meanwhile, its menu has been expanded to include a selection of ice creams, coffees, smoothies, juices and other inventive beverages. 

"In a changing and often challenging world, Chatime gives people a reason to come together and celebrate all the moments – big and small – that matter to them," said Henry Wang, chairman of Chatime.

"Our updated brand is designed to catch consumers' attention and inspire curiosity and excitement to reward yourself with a cup of joy," he added. 

All of elements of the brand refresh are designed to engage new customers and long-time fans on an emotional level, according to Chatime in a statement. It will also forge deeper connections and deliver fun and flavourful experiences that its customers crave. 

"Chatime's new brand reinforces that we are committed to delivering an inclusive customer experience in every cup. We embrace our customers' choices and create an atmosphere of community where they can express themselves freely, boldly, and confidently," said Teresa Wang, co-founder of Chatime.

"Our beverages offer value and serve many purposes for today's consumer, whether they are looking for a moment to rest for their mental health, a social outlet for spending time with loved ones, or simply a means to recharge for the day ahead. We're here to support our customers with cups of joy."

Chatime is not the only bubble tea brand to have a brand refresh. Recently, Malaysian bubble tea brand Tealive unveiled a new tagline "Brewing Positivity" and a new mascot named Bru as part of its brand refresh. 

To introduce its new tagline, Tealive transformed the 48-storey TSLaw Tower into a virtual display of the largest bubble tea cup. An on-ground activation was also held to debut the brand's anthem and to engage customers in an immersive experience. The activation saw several activities such as a giant boba toss and a run with Bru amongst others.

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crème de la crème of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

Related articles: 
Tealive eyes year-end expansion into Indonesia  
Have you seen these mystery women from Tealive wandering malls in MY?
Dove Malaysia creates bespoke bubble tea with Gong Cha