CHAGEE Modern Teahouse was rapidly expanding across the U.S., but remained largely unknown to American consumers.

More importantly, tea lacked the cultural cachet and resonance of categories like coffee and wine.

For CHAGEE's first U.S. brand campaign, our challenge wasn't simply to introduce a new brand. It was to reframe how a new market thinks about tea.

Credits:
CMO: Emily Chang
Head of Creative: Brock Pisciotta
Design Director: Marilyn Nakazato