The Sphere Agency Melbourne to reposition and develop worldwide brand platform for Chatime

The Sphere Agency, Melbourne, Australia, has been appointed by La Kaffa International to develop the global style guide and reposition the Chatime brand worldwide.

La Kaffa International is a massively successful, publicly-listed Taiwanese company that has established five major brands around the world, including Chatime – the world’s leading bubble tea brand. Chatime operates over 1,000 outlets around the globe and across almost 80 cities.

The appointment will see Sphere, Melbourne become responsible for repositioning the Chatime brand and develop its worldwide content platform, as it seeks to aggressively expand over the next five years, with bold plans to increase the appeal of the brand to a western audience.

Says Henry Wang, global chairman, La Kaffa: “Chatime has enjoyed an excellent period of growth across Asia and the Pacific, and we have exciting plans to expand our reach into new markets and make Chatime the truly international drink. We believe that Chatime can be for the East what Starbucks has been to the West, and Sphere’s experience in building food and hospitality franchises will play a pivotal role in taking us to that next level.”

Says Michael Abdel, founder and executive creative director, Sphere: “We couldn’t be prouder to see our work hitting the world stage. Chatime is the world’s leading bubble tea brand and the task of introducing the product to a whole new audience during this exciting period is a challenge we’ll relish. We look forward to collaborating with some of our best-of-breed partners from around the world to bring the big idea to life.”