For Devil’s Tea, we partnered closely with the team across both creative and strategic execution, shaping the brand from launch through to rollout. Our role covered creative and art direction, alongside full content production including photography, video, and ongoing social media management, ensuring a consistent and cohesive presence across all touchpoints.

The brand was built around a playful, cheeky energy, taking a familiar cultural icon and reimagining it through a contemporary lens. Rooted in Hong Kong’s iconic lemon tea, Devil’s Tea brings a bold twist that speaks to a wide audience while aligning itself with the spaces people want to be seen in, from music events and sporting occasions to trend-driven bars and premium retail environments. The visual and tonal direction leaned into this sense of accessibility and attitude, positioning the product as something both familiar and elevated, designed to live comfortably within culture while standing out with its own distinct personality.