Chapayom – Julien Cornelius

Chapayom China

+ DETAILS

Year

Location

Client

Industry

Scope

Role

2016 · 2019

Shanghai, China

Chapayom

F&B

Brand identity and Strategy, Retail design, Social media design

Project lead and main contributor

Year — 2016 · 2019

Location — Shanghai, China

Client — Chapayom

Industry — F&B

Scope — Brand identity and Strategy, Retail design, Social media design

Role — Project lead and main contributor

Work completed at Whitespace ⤤ (2016), Octopus Innovation ⤤ (2017), and as a freelancer (2018 · 2019)

BACKGROUND

Born in southern Thailand, Chapayom is locally one of the major tea brands with over 700 locations nationwide. Its success sparked the interest of Chinese investors who acquired the license to import and develop the brand in China.

Bringing Chapayom to the Chinese market was no easy feat as it requires a deep understanding of the unique challenges posed by the highly competitive F&B market and the need to create cohesion for a diverse market while the original brand was itself inconsistent with its branding

PROCESS

Over three years, the founder and investors entrusted me to create, develop and maintain a consistent and punchy brand system that reflects Thai culture and its delights in the eye of Chinese customers.
Deep research of Chapayom's market, industry’s common trends, competition, and target group provided fundamental insights that helped us make confident design decisions and set them apart via a brand story inspired by traditional Thai tales.

As such I have developed a design culture that embodies the unique Thai ethos via a full trilingual VI system, packaging design, illustration, and shop/retail design. I kept supporting Chapayom while strategizing the brand's promotion through events, product development, and promotion, social media, etc.