Finding authenticity and purity in Yeo’s limited edition ‘brattea’

The innovative packaging takes a page from Charli XCX’s ‘BRAT’ album, which features a memorable and unique aesthetic.

Beverage company Yeo Hiap Seng (Yeo’s) Singapore, long recognised for its iconic drinks like Chrysanthemum Tea and Soy Milk, has ventured into the green tea market with an unexpected and innovative product: First Harvest Green Tea.

This product is crafted from the finest tea leaf buds of the first harvest, and is richer in antioxidants than other varieties. It contains no preservatives, offering a clean, natural beverage that stays true to its roots. This focus on real ingredients aligns with the values of today’s discerning consumers, particularly Gen Z, who prioritises transparency and authenticity in the brands they support.

Beyond the tea’s premium quality, the First Harvest Green Tea offering is set apart by the bold and disruptive approach it has taken with its packaging.

Drawing inspiration from the neon green shade and low-resolution text aesthetic of ‘BRAT,’ the sixth album of pop star Charli XCX, the product’s packaging resembles a rebellious, anti-design ethos. This bold design language challenges the typical clean-cut packaging found in the beverage industry, positioning the brand as both innovative and daring.

This unique approach has led to the launch of Yeo’s ‘brattea,’ a limited-edition take on the First Harvest Green Tea. The product’s neon green packaging, stripped down to minimal elements, embodies the spirit of the ‘BRAT’ movement—unapologetically bold and intentionally defiant. The anti-design approach of ‘brattea’ adds an edge to Yeo’s green tea offering.

To launch this unique product, Yeo’s has taken an equally unconventional approach by orchestrating guerrilla-style product drops across key youth hotspots in Singapore, such as Haji Lane thrift stores, university campuses, Orchard Road, and Clarke Quay. It has also collaborated with Gen Z influencers like Dewy Choo, Leah, Kai Xiang, Ian Thio, and Jaedyn to expand its reach.

This strategy cleverly tapped into the “fear of missing out” culture prevalent amongst Gen Z, making Yeo’s brattea a coveted item and further cementing the brand’s relevance with younger consumers.

Such a major feat and successful initiative has been lauded by the highly sought-after FMCG Asia Awards 2024, as Yeo’s bagged the Campaign of the Year - Singapore category win.

“Yeo’s brattea stands out not only for its high-quality ingredients, but also for its innovative, rebellious packaging and launch strategy. By embracing contemporary pop culture trends and authentically engaging with Gen Z, Yeo’s has successfully redefined its image and carved out a bold new space for itself in the green tea market,” the company said.

Organised by Retail Asia, the prestigious awards programme celebrates the most outstanding companies in Asia’s FMCG industry, recognising exceptional products, innovative initiatives, and remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].