Tealive: Brewing Positivity
10. Craft Kancils [10.13b Art Direction: Campaign]
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Links:
Product/Service:
FOOD & BEVERAGE
Client:
Tealive
Brief:
Tealive has always been about 'More than just tea'. But in a category where every bubble milk tea brand wants to stand out, how can Tealive stand for something bigger?
Solution:
In an increasingly serious and negative world, we wanted to champion a more meaningful brand purpose by injecting positivity into the world. So, we introduced a spunky new personality Bru! Just as how life is imperfect, this quirky creature-of-a-kind was designed to mirror that. He's drawn with a right hander's left hand and his head is oddly shaped, not a perfect circle. His mouth is always kissy, always pearl-sucking. We also designed friends for our oddball guy with equally odd characters - inspired by our signature ingredients - to invigorate and entertain our audience.
