Forsman & Bodenfors kicks off new Yeo’s integrated brand campaign with drinkable garden activation at Gardens by the Bay
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 vibrant packaging, new product films, and an exciting exploration of new brews and partnerships, all culminating in a compelling brand activation that launches this week. Global creative agency Forsman & Bodenfors are the lead creative agency across Yeo’s integrated brand campaign.
The Yeo’s Drinkable Garden installation, in collaboration with Gardens By the Bay, is commemorating the brand’s legacy as a champion of Asian flavours, with an experiential brand activation, centred around Yeo’s signature and most distinguishable drink – Yeo’s Chrysanthemum Tea.
The Drinkable Garden will take you on a multi-sensorial journey through an enchanted contemporary 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 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.
Visitors will have the opportunity to gain insights into the unique benefits across a variety of chrysanthemums and get a glimpse into the intricate craftmanship that goes into making Yeo’s chrysanthemum tea – from the cultivation and careful harvesting of fresh flower petals, to masterful brewing techniques, and finally, the step- by- step process of cooling and packaging – all unique to Yeo’s line of drinks, setting it apart from any other soft drinks brand in Asia.
Also on site will be the 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.
Said Ong Yuh Hwang, CEO, Yeo Hiap Seng: “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.”
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.
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.
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.”
Yeo’s Drinkable Garden is open to visitors over the next four weeks – from Sept 16tth to Oct 13th at the Flower Dome, Gardens By The Bay.
View the ‘Making Of’ Yeo’s Drinkable Garden here.