Chagee came to Studio by PMC with a clear goal — root the brand deeper in local authenticity. We responded by crafting a capsule that blended Chagee’s classic aesthetic with iconic Malaysian elements, from kampung houses and wau bulan to orangutans and tropical botanicals.
The result was a vibrant collection of illustrated tees, bowling shirts, and accessories that sparked cultural pride. By weaving national identity into every detail, we helped Chagee strengthen its local connection and position itself as more than just a tea brand—it became a canvas for Malaysian stories.
