Dragon Rouge SEA and The Coca-Cola Company’s newly created Authentic Tea House wins the 2018 ‘Designed in Singapore’ Award

Dragon Rouge SEA and The Coca-Cola Company are delighted to announce that the recently launched brand Authentic Tea House has won an award for new brand and packaging creation at the recent Singapore Business Review ‘Designed in Singapore’ awards.

The Coca-Cola Company engaged Dragon Rouge to help create a new ready-to-drink (RTD) tea brand that celebrates authentic teas flavours and their origins. The new brand, called Authentic Tea House, tells the story of each tea, highlighting its provenance – region, brewing technique and the tea masters behind the blend.

“Tea culture is deeply engrained in almost all Asian societies, and it is normally associated with thoughtful social ritual. We wanted to translate this experience into a modern ready-to-drink brand that would appeal to tea lovers AND to a younger generation of on-the-go consumers who are looking for something more authentic,” commented Zayn Khan, CEO of Dragon Rouge in Southeast Asia. “Story telling is an important part of branding, so we used the story of each blend on pack to build a deeper engagement with the consumer.”

Pratik Thakar, Director Integrated Marketing Communications ASEAN, The Coca-Cola Company, commented, “Singaporeans, especially busy young adults, are seeking out authentic tea flavours to help relax and refresh their minds and bodies for a quality me-time. With Authentic Tea House, we are meeting that consumer demand by giving consumers a taste of authentic tea experience anytime with the twist of a cap.”

“We had strong products in our RTD tea portfolio already, including Ayataka Japanese Green Tea, which was previously under the Heaven and Earth brand. With the launch of the Authentic Tea House brand, we had the opportunity to bring Ayataka under a singular brand with other authentic teas, delivering the unified promise of delivering an authentic tea experience anytime, anywhere. We deliberately maintained aspects of the Ayataka brand identity for the green tea variant as it enjoys strong equity amongst our consumers in the region.”

Launched initially in Singapore with 3 types of tea – Ayataka Japanese Green Tea (sugar free), Da Hong Pao Oolong Tea (sugar free) and Jin Ban Chrysanthemum Tea (low in sugar), the Authentic Tea House brand identity and packaging stands out as more premium and contemporary while paying homage to the experience of enjoying traditionally pot-brewed tea.

“Authentic Tea House is just one of many beverage options that we now provide to consumers to give them a wider choice of products to suit their lifestyle and consumption preferences,” added Thakar. This new line of RTD teas also gives consumers more zero- and lower-calorie options that don’t sacrifice on taste.

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