[Written in partnership with Tealive, but the editorial team had full control over the content.]
Glorious and early on Friday (Might 3), we had been invited by way of Tealive to Accumulation 10’s Premier Terrace at Bukit Bintang for a milestone tournament. Situated simply out of doors the MRT station’s doorway, you want to pay attention the development prior to vision it.
Taking part in again and again at the audio system was once the emblem’s untouched track which featured a catchy music about how “Life feels better with positivity”. This captured the essence of the moment’s tournament completely.
Age the archway welcoming guests to the “Bru-niverse” (opened best on April 30 to Might 5, 2024) was once a miniature carnival of types that hosted an array of actions.
This integrated a human-sized hamster wheel known as Run Round The Bru-niverse, a photograph sales space spot to “Snap a Bru-file”, and a bubble tea formed “Yumbler” station to get restricted version Tealive tumblers.
At each and every of those actions, you’d to find Tealive’s untouched tagline “Brewing Positivity” highlighted in a single nook or the alternative. None had been extra seen than the vast Tealive cup beside the truck serving its untouched “Peach Paradise” menu.
Lonely, those parts may appear out of playground, however in combination, they’re a part of Tealive’s logo refresh that has been months within the making.
Talking extra in this, Loob Holdings’ CEO, Bryan Bathroom toilet shared that this is a part of their objectives in being greater than only a important way of life tea logo in Southeast Asia.
“While we continue to make great strides these last seven years, we want to strengthen our customer’s attachment to the brand. So, we took a moment to ask ourselves who we really want to be and why we exist as an organisation,” Bryan said.
The solution to that is precisely what the untouched tagline suggests: To embrace and advertise a tradition of positivity. “‘Brewing Positivity’ is not so much about brewing our drinks as that’s our core by default, but what we want to do as a brand, [which] is to be purposeful and a champion for good,” he clarified.
Taking a step ahead with a focal point on ESG
In an unique interview with Vulcan Submit, Bryan defined, “Positivity, to us, isn’t just a feel-good notion. It’s a powerful force that can uplift individuals and communities, fostering resilience and hope.”
In essence, they’re no longer simply all communicate, refuse motion.
Transferring ahead, Tealive may have a form of name consciousness roadshows that double as investmrent drives, specifically in areas liable to herbal failures. An instance he shared was once the Philippines that’s extremely at risk of herbal hazards, equivalent to tropical cyclones, earthquakes, and volcanic dangers.
Having expanded into that area in 2022, Bryan reveals that they have got a duty to be at the vanguard to assistance native communities. This is applicable to alternative international locations that the emblem has a footprint in, like Vietnam, Myanmar, and Cambodia.
“By doing so, hopefully one day we can be remembered as a brand for good,” Bryan expressed. It’s additionally on this spirit that he introduced Tealive’s shift to specializing in sustainability.
As a part of the emblem refresh, it goals to be the primary corporate in Malaysia to handover a complete line-up of eco-friendly paperwares.
He admitted that it’s a problem, specifically since consumers benefit from the aesthetics in their beverages offered in plastic cups.
Then again, they’re keen to compromise on the appear and feel of the beverages for a greater planet. Klang Valley consumers will more than likely have revealed those paper cups in retail outlets already within the endmost few months.
Tealive had in the past swapped plastic straws for paper straws and was once probably the most first immense F&B chains to take action on the presen. This was once a measure in keeping with the problems that an building up in single-use plastic led to all through the bubble tea hype in 2019.
Tealive’s sustainability shift can be revealed upstream the place Loob Holdings’ boba plant is about to help the Malaysian economic system by way of partnering with native tapioca farms. Doing this decreases Tealive’s carbon emissions thru diminished delivery and go.
Taking a look on a broader scale, Loob Holdings is about to proceed its world enlargement for each Tealive and Bask Undergo (Tealive’s sister logo). Each and every yr, the focal point shall be on rising in 3 untouched regional markets, the place one out of the 3 markets shall be in Southeast Asia. This shall be owned by way of the retaining corporate.
The logo plans to make bigger into our neighbouring Indonesia quickly. In the event that they’re in a position to observable their one centesimal Philippines outlet by way of Q3 2024, next this will likely hurry playground by way of the yr’s finish.
With a footprint in 8 international locations out of doors of Malaysia, the seven-year-old logo believes that now could be the proper presen to revitalise its id.
Tealive has confirmed itself to be a mainstay within the beverage scene, and that’s most likely since the logo is aware of that to develop method to embody alternate to bring to stick related with the days.
Lately, the worldwide industry park appears to be closely emphasising ESG (environmental, social, governance) practices.
Tealive’s untouched logo refresh follows this shift, and units an instance for others to observe go well with.
Be informed extra about Tealive right here.
Learn alternative articles we’ve written about Malaysian startups right here.
Featured Symbol Credit score: Tealive
