Yeo’s Rips off Its Packaging and Goes All Brattea
Most people don’t associate Yeo’s with green tea. So, it might come as a surprise that Yeo’s, known for its authentic flavours like the signature Chrysanthemum Tea and Soy Milk drinks, produces the highest quality green tea made from first harvest tea leaf buds- richer in antioxidants than any other variants on the market.
The brand stripped away the existing labelling on its packaging and dressed its First Harvest Green Tea in a whole new light, literally, by harnessing the neon green shade and low-resolution texts popularised by pop star Charli XCX’s release of her 6th album BRAT – most popularly known for its iconic album cover, featuring low-resolution Arial text against a neon background. The ‘BRAT’ movement is all about being rebellious and standing out in the summer season – whether it’s using the offensively bright shade of green or by taking an anti-design approach by juxtaposing the typical clean and polished look that dominates advertising. It didn’t take long before brands like Kate Spade, Flannels, and Adanola have embraced the ‘BRAT’ summer, even America’s Vice President Kamala Harris’s campaign team leaned into the trend and adopted the distinct green aesthetic on the banner of her HQ’s account.
In the same spirit, Yeo’s brattea is all about being truly authentic - loving your green tea clean with real ingredients and no preservatives. This attitude is fully captured in the Yeo’s brattea packaging (or lack thereof).
To launch these limited edition brattea bottles, Yeo’s invited Gen Z influencers, Dewy Choo (@dewychoo), Leah (@mizchiefmagikk), Kai Xiang (@pale.nerves), Ian Thio (@ianthioo) and Jaedyn (@nanashanikwa) to unbox these limited edition drops at surprise locations across youth hangouts in Singapore - from Haji Lane thrift stores, university grounds, Orchard Road and Clarke Quay.
The drops were done guerrilla-style, hitting four locations in three days. The unmanned drops were unconventional, yet it did not stop people from snapping up the brattea within minutes in each location drop.
