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Revitalising Pek Sin Choon:
Innovative Chinese Tea
Packaging Design

Branding

Communication Design

Packaging Design

{ Project Overview }

We rebranded Pek Sin Choon to preserve the heritage of Chinese tea culture while refreshing its identity for a new generation of tea drinkers.

Established in 1925, Pek Sin Choon is one of Singapore’s oldest tea merchants, recognised for its “Shepherd Boy on Buffalo” trademark and long-standing reputation for quality Chinese tea. As one of the few merchants in Singapore that still blends its own tea leaves using traditional methods, the brand carries a strong cultural legacy.

Following its move from Teochew Street to Mosque Street, we helped refresh the brand while retaining the traditions that shaped its identity, including its signature paper-wrapped tea packaging. The Heritage Portable Tea Brewing Set later received multiple awards, including the Singapore Packaging Star Awards 2019 and the Gold Prize at the ASEAN-Korea Excellent Design Award 2020.

{ Creative Challenge }

A historic tea brand that lacked emotional storytelling and contemporary relevance

01
Pek Sin Choon, one of Singapore’s oldest tea merchants (founded in 1925), needed to transition from being seen as purely functional to becoming an experiential cultural symbol
02
Though rich in history and known for its “Shepherd Boy on Buffalo” trademark, the brand needed a visual system that could emotionally connect with today’s consumers
03
Existing packaging lacked modern appeal while preserving heritage, needing a balance between nostalgia and contemporary sensibility
04
There was limited cohesion across touchpoints such as packaging, merchandising, and experience design, which diluted the brand’s presence and impact

{ The Solution }

Crafted a refreshed brand identity that marries heritage with immersive storytelling

Conducted a brand audit and repositioned Pek Sin Choon from a functional tea merchant to a symbolic, emotionally resonant brand rooted in tea heritage and quality experiences
Created a visual identity featuring a series of mascots and nostalgic graphic elements derived from the brand’s legacy, reshaped into a cohesive, modern look that appeals to both heritage lovers and modern audience
Designed packaging for products like the award-winning Heritage Portable Tea Brewing Set—simplifying usage through intuitive instructions and reinforcing ritualistic engagement with tea preparation
Expanded the visual system across key brand touchpoints including brochures, point-of-sale displays, broc

{ THE DIFFERENCE }

{ BEFORE }{ AFTER }

{ Brand Audit & Positioning }

We repositioned Pek Sin Choon from a functional tea merchant into a symbolic and experiential heritage brand rooted in quality Chinese tea culture.

In collaboration with the Singapore Tourism Board, we were tasked to help Pek Sin Choon conceptualise a new brand identity and packaging system. This began with a brand audit and positioning strategy to better understand the brand’s heritage, relevance, and future potential.

Through our research, we identified Pek Sin Choon as more than a tea product brand. With its rich heritage and reputation for quality Chinese tea, the brand was repositioned to offer a meaningful tea-drinking experience that celebrates tradition, symbolism, and cultural storytelling.

{ Brand Identity }

We developed Pek Sin Choon’s brand identity by blending nostalgic Chinese tea heritage with a modern design language that keeps the brand relevant today.

The identity combines nostalgic elements with contemporary design to express Pek Sin Choon’s rich legacy and cultural roots. A series of brand mascots was created to speak to the brand’s history, while adding a warmer and more characterful layer to its visual expression.

The concept focuses on core graphic elements of the brand, including illustrated characters and symbolic heritage components, translating them into a cohesive visual appeal. This allows Pek Sin Choon to continue sharing the legacy of Chinese tea-making while remaining authentic, approachable, and relevant in the contemporary world.

{ Brand Touchpoints }

We extended Pek Sin Choon’s refreshed identity across meaningful brand touchpoints, turning Chinese tea preparation into a more accessible and experiential ritual.

The Heritage Portable Tea Brewing Set focuses on the symbolic and experiential side of the Pek Sin Choon brand. It simplifies the process of preparing Chinese tea, making the experience more straightforward, approachable, and trouble-free for modern users.

To support the user experience, we designed an in-box instruction manual with clear step-by-step guidance on how to use the product. Pek Sin Choon’s product brochure, point-of-sale display, and vehicle decal were also redesigned to reflect the new identity consistently across customer touchpoints.