PEK SIN CHOON

Shepherd Boy on Buffalo

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.

BRAND IDENTITY

Combining nostalgic elements with a modern design, we developed a series of brand mascots that speaks of the Chinese tea brand's rich legacy and roots. The concept focuses on the peculiar graphic elements of Pek Sin Choon brand (illustrated characters) and its symbolic components (heritage, know-how, history), translating them into a cohesive visual able to appeal buyers and consumers that look for an authentic and genuine approach to the Chinese tea culture. This way, we allow the brand to spread the legacy of Chinese tea making without losing its heritage in the contemporary world.

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。”

林方伟, Lian He Zao Bao