-
Brief:
For 6 years, Loob Holding held the Chatime franchise in Malaysia. But, on 2 January 2017, that came to an end. In 45 days, Loob Holding will have to stop using the Chatime name. Its employees will be out of work. And its six-year investment will be gone. Loob needed to launch a new brand, develop a new look, make sure 300 stores nationwide are ready to roll, and get Chatime drinkers to rally behind the new brand.
-
Solution:
A comprehensive and all-encompassing solution was needed. We devised a PR strategy, a teaser campaign, and an internal campaign to instill confidence among employees and stakeholders. Everything centered on the idea of FOR THE LOVE OF TEA, where we declared our love for tea, and used the tea leaf as a central design motif. Among the components that were rolled out during the rebranding campaign were PR releases, videos that spoke to employees and stakeholders about where the brand is heading and how their support is important, a teaser campaign to get Chatime drinkers to support the new brand, and the new store designs + POSM + website and other communication materials. These were all done in 45 days.
Case Study Video
