GOOD CUPPA TIME

CLIENT: PURPLE CANE / MULTEAPLY

CATEGORY: Brand Strategy & Identity   |   Interior & Retail Design   |   




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CONTEXT
Purple Cane, a popular Kuala Lumpur-based Chinese tea house with a network of branches in Malaysia, is going international with trendier lifestyle food and beverage outlet catering to the young urban set.
CHALLENGE
The first among the clients’ outlets will be in major cities in China – a country where the perceived value of tea is about the same as plain water. Hence among the top challenges is to have a strong brand idea that the target audience can relate with; and willing to pay a premium for.
SOLUTION
The MulTEAply brand breaks away from the staid traditional image and injects relevance to the urban set, while retaining the central aspects of Chinese tea culture. The brand “MulTEAply” appeals to the aspiring self-identity of the modern professionals and university students. It is an expression for those who appreciate the idea of the coexistence between individuality and collaboration. It is about connection with the self and the community; a crossroads between rich cultures and new ideas. The first MulTEAply outlet opened in Beijing to broad acclaim. In terms of the proposed retail design, MulTEAply sets itself apart from the run-of-the-mill traditional tea houses. While it carries a hint of the Chinese identity and square motifs, the overall design makes clear a statement of its role as the space of the contemporary and the cool; a place for conversations and the crossroads between rich cultures and new ideas.

 

QUICK LINKS:

THE PEOPLE'S BANK
NEWS: One Water
THE EVOLVING TELCO
THE BRANDED GALLERY
GRAVITATE OVER HERE


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A-1-9, Dataran Cascades
No. 13A, Jalan PJU 5/1
Kota Damansara
47810 Petaling Jaya
Selangor, Malaysia
 
T: +6.03.2780 7277
E: info@thinkscapegroup.com
 
 

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