Reinventing the well-known Taiwanese QSR brand for the China market

Famous for its bubble tea and tea leaf desserts in Taiwan, CS Tea’s original brand décor with antique artifacts is deeply rooted in Chinese culture and works well in Taiwan, an island-nation of recent history.

However, as mainland Chinese do not appreciate nor treasure their “old Chinese” culture, CS Tea in China had been perceived as an old fashioned antique or tea shop, and failed to connect with customers.
As developed by Grid Partners, the new brand décor and packaging design invigorates the Chinese tea culture with a sense of modern leisure and as a healthy alternative to the western coffee lifestyle culture (e.g., Starbucks).