• by Larissa Faw , September 14, 2016

Element Fresh has appointed KBS China as the lead agency for its Vital Tea brand, following a competitive review. The incumbent agency was Australian agency Paper Stone Scissors.

Last year the Asian restaurant chain launched Vital Tea as a modern tea-centric cafe designed to compete as an alternative to coffee chains and traditional tea shops. The cafe sells a wide variety of teas, including fresh herbal and flower, lattes and carbonated iced teas. KBS is tasked with raising awareness and enchanting the customer experience and engagement. First work under this new partnership will debut at the end of 2016.

"The thought of helping shape a completely new category of modern tea in China is a rare and unique opportunity," stated Douglas Lin, CEO, KBS China. "Our start-up spirit and innovation-led approach aligned well with Vital's own culture, and we're really looking forward to leveraging a variety of creative approaches to launch and sustain this brand."

This account win follows the recent addition of May Xiao as KBS Shanghai's business director.