Teekanne is the leading tea brand in Germany and global market leader in the fruit and herbal teas range. When they entered the Chinese market with a range of fruit teas, our initial task – a minor adaptation of the packaging design – turned into a complete redesign, as we suggested to take a very different approach given the different target groups and consumer habits in China. Our re-positioning was also reflected in the brand tool kit that we developed for their distribution partners, including brand story copywriting, brand manifesto, imagery and templates for stores and social media.