B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • AFL
  • Pinterest
  • AI
  • News Corp
  • Cairns Hatchlings
  • NRL
  • Married At First Sight
  • Channel 10
  • Anthony Albanese
  • oOh!Media
  • Thinkerbell
  • WPP
  • Are Media
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Kungfu Pu’er Tea Gets A Sleek Rebrand From WPP
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Kungfu Pu’er Tea Gets A Sleek Rebrand From WPP
Marketing

Kungfu Pu’er Tea Gets A Sleek Rebrand From WPP

Staff Writers
Published on: 5th September 2023 at 11:29 AM
Edited by Staff Writers
Share
3 Min Read
SHARE

WPP global design agency Design Bridge and Partners, has partnered with Kungfu Pu’er Tea, a producer of fine tea in Yunnan, to refresh its brand positioning, identity and packaging design system.

The new brand repositions Kungfu Pu’er as a wellness lifestyle brand, ‘made for urban knights’, created to rejuvenate body and mind for a new generation of tea drinkers.

Kungfu Pu’er is produced in Yunnan province, using a traditional production method of the Ancient Tea Horse Road, or “Chamagudao”, a tea trade route that followed through China’s Sichuan Province to Tibet for over 1,300 years.

Design Bridge and Partners worked closely with Kungfu Pu’er tea makers, to create a brand that connects contemporary audiences with the ancient tea-drinking tradition. The brand celebrates the notion of tea as the “antidote” to the overwhelming, fast-paced lifestyle of modern society. The functional attributes of refreshing the body and mind are rich in the emotional value of joyful spirit, positioning tea as a bridge for consumers to explore their own hearts, and to live their lives with meaning.

With the brand statement, “drink with the world and live a transparent heart”, the visual identity is inspired by the spirit of Chinese martial artists, Kung Fu warriors, a symbol of living life with a pure heart dedicated to others.

The distinctive swordsman logo of Kungfu Pu’er tea has evolved from the traditional Chinese Wuxia knight to a contemporary marque, a symbol of Kungfu Pu’er tea as ‘a drink made for urban knights’. Each element of the marque evokes the story of the travelling knight: the ‘bowa’ curve of Diaojiaolou, the line of a Shujian teacup, the tip of the sword, and the shape of the sky, protecting the knight on his journey.

The visual language for packaging and communications is formed as an artistic reinterpretation of Chinese traditional watercolour paintings, calligraphy, sculpture, rice paper and seal carving textures, reaffirming the spirit of ancient Wuxia knights and tea culture in the brand expression. The signature pattern is designed in the shape of an ancient sword, and applied to packaging, brand merchandise and gifting. The colour palette draws on traditional tones – in ink, red, gold and black, with black and white photography evoking the ancient Tea Horse Road landscapes.

Kungfu Pu’er’s new identity will be adopted across communications and sales channels on. Products with the new look and packaging are now on sale on TMall and JDMall stores.

Credits:

Ray Lan – executive creative director

Aaron Zhang – senior designer

Linxuan Lyu – senior designer

Aimee Liu – managing client director

Iris Qi – client director

Ceres Gu – senior client executive

Chuhan Wang – client manager

Denis Deng – senior strategist

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share
Nehir Hatipoglu
By Nehir Hatipoglu
Follow:
Nehir joined B&T in early 2023 as an editorial coordinator and journalist after graduating from the University of Sydney with a degree in Media & Marketing in 2022.

Latest News

Travel Guides Take On Tipping Point For Charity
21/05/2025
CMOs To Watch, Presented By Zenith: How Naysla Edwards Is Shaping AmEx’s Future From Fashion To F1
21/05/2025
InfoSum Intergrates With Amazon Ads: Attracts Advertisers To Push Their First-Party Signals
21/05/2025
VaynerMedia’s International Boss: ‘Three Things Marketers Want, Gen AI, Australia & What Gary Vee Is Really Like’
21/05/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?