Rebranding Chinese Tea
Pek Sin Choon, established in 1925, is one of the oldest tea merchants in Singapore and the "Shepherd Boy on Buffalo" trademark has been its symbol of quality Chinese tea since then. It is also one of the few in Singapore which blended their own tea leaves using the traditional style. The shop went through a stage of revamping after its shift from Teochew Street to the current location, Mosque Street. However, many of the traditions which formed part of the company's culture were retained. These include the traditional paper wrapped packaging for many of its signature tea-blends.
The Heritage Portable Tea Brewing Set is also the recipient of multiple awards, including the Singapore Packaging Star Awards 2019 (SPSA 2019) and the Gold Prize for ASEAN-Korea Excellent Design Award 2020.
Honouring Heritage Through Tea with a Symbolic, Experiential Brand Refresh
THE CREATIVE CHALLENGE
A historic tea brand that lacked emotional storytelling and contemporary relevance
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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
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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
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Existing packaging lacked modern appeal while preserving heritage, needing a balance between nostalgia and contemporary sensibility
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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
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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
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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 audiences
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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
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Expanded the visual system across key brand touchpoints including brochures, point-of-sale displays, broc
THE DIFFERENCE
BRAND AUDIT & POSITIONING
BRAND IDENTITY
BRAND TOUCH POINTS
The Heritage Portable Tea Brewing Set focuses on the symbolic and experiential component of Pek Sin Choon brand and simplifies the process of preparing Chinese tea, making the experience straightforward and trouble-free. We also designed an instruction manual within the box with step-by-step instructions, on how to use the product. Pek Sin Choon’s product brochure, point of sales display and vehicle decal are also redesigned to reflect the new identity.
“这次白新春的创新包装不只是成功的，也是感人的，因为它让买家看到一个老牌对传统的坚持和未来的展望。”
Yulia Saksen
International Brand Consultant and Co-Founder of Creativeans
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