{"id":1446,"date":"2022-08-15T06:42:32","date_gmt":"2022-08-15T06:42:32","guid":{"rendered":"https:\/\/bookanartist.co\/blog\/?p=1446"},"modified":"2023-04-12T01:15:22","modified_gmt":"2023-04-12T01:15:22","slug":"chatime-engages-mural-artists-to-create-custom-artwork-for-its-australian-stores","status":"publish","type":"post","link":"https:\/\/bookanartist.co\/blog\/chatime-engages-mural-artists-to-create-custom-artwork-for-its-australian-stores\/","title":{"rendered":"Chatime Engages Mural Artists to Create Custom Artwork for its Australian T-Breweries"},"content":{"rendered":"
\"\"
Custom mural artwork in the Chatime Glendale, NSW t-brewery<\/figcaption><\/figure>\n

When it comes to brewing tea, Chatime likes to push the boundaries.<\/span><\/p>\n

You won\u2019t find any stock-standard English breakfast tea in this franchise chain, which is opening its 150<\/span>th<\/span> Australian \u2018T-brewery\u2019 this month. Its youthful customers can choose from a range of exotic options, while mixing in anything from custard to lychee jelly or \u2018popping pearls\u2019.<\/span><\/p>\n

And the experimentation isn\u2019t just limited to its bubble teas.<\/span><\/p>\n

Chatime is constantly searching for fun ways to bring a little zing to its T-breweries, including hiring a <\/span>Melbourne<\/span><\/a> mural artist, <\/span>Fausto<\/span><\/a>, to design custom original artwork.<\/span><\/p>\n

 <\/p>\n

Why Chatime decided to commission artwork<\/b><\/h2>\n

Marketing and engagement executive Leonardo Calica says when it comes to creating a memorable experience, the company likes to think outside the square.<\/span><\/p>\n

Chatime\u2019s previous \u2018Satisfy Your Strange\u2019 campaign, for instance, encouraged would-be customers to scan a QR code, which brought a range of wacky animated characters to life.\u00a0\u00a0\u00a0<\/span><\/p>\n

In its latest push \u2013 original artwork painted as murals on the walls of its breweries \u2013 Leonardo says the business wants to create that social media \u201cmoment\u201d that will appeal to its customers, who are generally aged around 14 to 25.<\/span><\/p>\n

\"\"
Fausto’s artwork in Campbelltown, NSW<\/figcaption><\/figure>\n

 <\/p>\n

“Having this artwork really does connect naturally to the customers \u2026 having that Instagrammable moment where you can take a photo of a Chatime brewery and say, \u2018this is cool artwork\u2019.\u201d<\/span><\/em><\/p>\n

He says the brand is fun, adventurous and experiential \u2013 just like its customers.\u00a0<\/span><\/p>\n

 <\/p>\n

Discovering Book An Artist<\/b><\/h2>\n

Chatime is expanding rapidly, with plans to have 200 Australian stores operating within 12 months.<\/span><\/p>\n

Originally, says Leonardo, his team began searching for individual artists to provide original designs for the 60 or so stores the business opens each year. However they soon realised that would be a mammoth task.<\/span><\/p>\n

\"\"
Mural art in progress at the 150th t-brewery to open in Mildura, VIC<\/figcaption><\/figure>\n

 <\/p>\n

Fortunately, Chatime stumbled upon Book An Artist, which links businesses up with some of Australia\u2019s best street artists, mural artists, <\/span>graffiti artists<\/span><\/a> and canvas painters to fulfil their branding or marketing needs.<\/span><\/p>\n

\u201cAnd then all we needed to do was just pick an artist and go from there,\u201d<\/em> says Leonardo.\u00a0<\/span><\/p>\n

 <\/p>\n

Selecting an artist<\/b><\/h2>\n

Leonardo says Book An Artist provided him with a handful of recommendations for artists, based on Chatime\u2019s specific brief, including its preferred style and aesthetic.<\/span><\/p>\n

After experimenting with Fausto and a second artist, the business decided Fausto\u2019s artworks were the best fit.<\/span>\u00a0<\/b>So far, his custom artwork has made it into at least 15 of Chatime\u2019s stores across <\/span>Australia<\/span><\/a>, with more to follow.\u00a0<\/span><\/p>\n

\"\"
Fausto working on a mural in the Elsternwick,VIC t-brewery<\/figcaption><\/figure>\n

 <\/p>\n

Leonardo describes Fausto\u2019s work as \u201cvery pop style, edgy \u2013 but very fun, very colourful and vibrant as well\u201d.<\/em><\/span><\/p>\n

After selecting Fausto, it was time to get down to the nitty-gritty of incorporating his style with Chatime\u2019s brand messaging.<\/span><\/p>\n

The result was the creation of a handful of personas, which Leonardo says are the personification of Chatime\u2019s six signature drinks.<\/span><\/p>\n

\u00a0\u201cFor example, one of our signature drinks is Premium Pearl. He’s created a character who is drinking a Premium Pearl milk tea, or another character called Pop It Like It\u2019s Peach.\u201d<\/span><\/em><\/p>\n

 <\/p>\n

\"\"
Artwork by artist Fausto, commissioned by Chatime<\/figcaption><\/figure>\n

 <\/p>\n

Reducing the \u2018pain points\u2019 of hiring an artist<\/b><\/h2>\n

Leonardo says Book An Artist <\/span>eliminated many common pain points that can commonly crop up, such as a disconnect between an artist and how a business sees its brand.<\/span><\/p>\n

\u201cBook An Artist has provided us a list of people who very much fit the description and the vibe and the direction that we were really going for at Chatime,\u201d he says.<\/span><\/em><\/p>\n

That\u2019s made the process easy for everyone.<\/span><\/p>\n

\u201cFausto was pretty much spot on in regards to delivering on the brief. So exactly what we told him he delivered exactly that – and if not more.\u201d<\/span><\/em>
\n<\/span><\/p>\n

————<\/p>\n

Want to hire a local artist to bring your brand to life? Explore artists here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

When it comes to brewing tea, Chatime likes to push the boundaries. You won\u2019t find any stock-standard English breakfast tea…<\/p>\n","protected":false},"author":7,"featured_media":2209,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[413,352],"tags":[],"yoast_head":"\nChatime Engages Mural Artists to Create Custom Artwork for its Australian T-Breweries - Book An Artist Blog<\/title>\n<meta name=\"description\" content=\"Read why Chatime hired local artists to create custom mural artwork in their bubble tea stores across Australia.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bookanartist.co\/blog\/chatime-engages-mural-artists-to-create-custom-artwork-for-its-australian-stores\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Chatime Engages Mural Artists to Create Custom Artwork for its Australian T-Breweries - 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