Chatime showcases its vibrant and youthful spirit in latest brand refresh

Singapore – Global bubble tea and beverage brand Chatime has announced a brand refresh anchored on its new brand promise, “Cups of Joy,” which emphasises the brand’s commitment to fostering inclusivity, creativity, and a sense of a global connected community for customers.

The brand refresh aims to capture the vibrant, youthful spirit of the company and appeals to Gen Z around the world–seeking opportunities to create and celebrate in their everyday lives.

From an updated logo and tagline to new menu choices, modernised packaging, and new store designs, all elements of the brand refresh are designed to engage new customers and longtime fans on an emotional level, forging deeper connections as it delivers the fun and flavorful experiences they crave.

Additionally, many Chatime establishments offer customisable options including sugar-free syrups and dairy-free or soy-based milk replacements that contribute to the drink’s increasing popularity. With the continued addition of beverages to Chatime menus, the brand is well-positioned to satisfy the preferences of more consumers and stay competitive in the broader beverage market.

Talking about the brand refresh, Henry Wang, chairman of Chatime, said, “In a changing and often challenging world, Chatime gives people a reason to come together and celebrate all the moments – big and small – that matter to them. Our updated brand is designed to catch consumers’ attention and inspire curiosity and excitement to reward yourself with a cup of joy.”

Meanwhile, Teresa Wang, co-founder of Chatime, commented, “Chatime’s new brand reinforces that we are committed to delivering an inclusive customer experience in every cup. We embrace our customers’ choices and create an atmosphere of community where they can express themselves freely, boldly, and confidently. Our beverages offer value and serve many purposes for today’s consumer, whether they are looking for a moment to rest for their mental health, a social outlet for spending time with loved ones, or simply a means to recharge for the day ahead. We’re here to support our customers with cups of joy.”