Singapore’s iconic heritage brand, Yeo Hiap Seng, (Yeo’s) has launched an integrated brand campaign, with a new brand platform “Refresh What Matters” that features new packaging, new product films, and an exploration of new brews and partnerships. All of this culminating in a brand activation that launches this week. Done in collaboration with Gardens By the Bay, Yeo’s Drinkable Garden installation commemorates the brand’s legacy as a champion of Asian flavors, with an experiential brand activation, centered around Yeo’s signature and most distinguishable drink– Yeo’s Chrysanthemum Tea.
According to the campaign: “The Drinkable Garden will take you on a multi-sensorial journey through an enchanted contemporary garden, garden, bursting with thousands of chrysanthemums and lush foliage, and centred by a majestic 5 metre by 3 metre flower -infused tower, making up a spectacular botanical homage to the humble chrysanthemum – a flower that has graced Yeo’s drinks for over 120 years.”
The month-long exhibit, is a designed to be a “feast for the senses,” across ornate floral panels in hues of yellow, white and pink, inspired by three different Yeo’s chrysanthemum brews – Yeo’s iconic signature Chrysanthemum Tea, the newly launched ‘heavenly’ rare Snow Chrysanthemum Tea and a “test-kitchen” Rose-Infused Chrysanthemum brew that tell the story of the exceptional quality and craft behind each Yeo’s drink.
There is also special edition Yeo’s signature chrysanthemum tea, that commemorates the centenary of Singapore’s founding Prime Minister, the late Mr Lee Kuan Yew, and to celebrate his legacy as Singapore’s “chief gardener” and his visionary role in transforming Singapore into a green city. The commemorative Yeo’s packs are not for sale, and will be distributed in educational settings around Singapore.
“Yeo’s continues to promise on its heritage of producing intricately crafted drinks using only quality ingredients, Our Yeo’s Drinkable Garden is a reflection of the core values of our signature drink – real chrysanthemum flowers filled with aroma and flavour, brewed in its purest form with no compromise on taste – a true celebration of the best of our heritage combined with creativity and innovation,” said Ong Yuh Hwang, CEO, Yeo Hiap Seng.
Looking ahead, The Yeo’s Drinkable Garden and the launch of new chrysanthemum flavour marks the brand’s foray into the diversification of its primary product ingredients to cultivate a more sustainable production practice for the business.
“By including and exploring new variants of chrysanthemum flowers into its line of drinks, Yeo’s recognises that promoting diversity within its largest product ingredient will significantly impact its reliance on a singular crop and contribute to a healthy supply of chrysanthemum flowers for the future,” said a release.
Design consultants on the Yeo’s Drinkable Garden are award-winning botanical studio, This Humid House, renowned for their bold contemporary creations that reflect the climate, geography and collective culture of our surroundings. Global creative agency Forsman & Bodenfors is the lead creative agency across Yeo’s integrated brand campaign.
Said Gary Lim, Group Creative Director, Forsman & Bodenfors Singapore:
“When you think of Chrysanthemum tea, you think of Yeo’s. It’s a flavour from a brand almost all of us in the region have tasted and loved from a young age. We partnered with Yeo’s to ‘Refresh What Matters’ in every sense, bringing audiences on a an immersive and inspiring journey to experience the brand in the most refreshing way.”