Tealive names global strategic partner ahead of Australia launch

Tealive has appointed Melbourne-based independent agency The Sphere Agency (Sphere) as its global strategic partner, ahead of its launch in Australia and the world.

Sphere is tasked to create the brand’s first global work and will also manage responsibilities such as global communications strategy, advertising and branding. In a statement to A+M, Tealive's spokesperson said the Malaysian drink brand is looking to open 10 stores in Australia next year with its first store slated to launch by the first quarter in Melbourne. It also targets to open 40 stores in the country by 2020.

Bryan Loo (pictured), chief executive officer of LOOB Holding which owns Tealive brand, added that Sphere will play a vital role in helping to "create a successful eastern brand that also appeals to the western market".

"Australia is a diverse, western country located in the Asia Pacific region, making it an ideal territory to test a brand’s potential global appeal. In many ways, we see the Australia as the gateway to the west. It’s one of the key reasons we selected it to be one of the first countries introduced to Tealive,” Loo added.

“Loo is one of those rare and inspiring entrepreneurs who not only has the ambition to dream big, but the know-how to make those dreams become reality. When he says he wants to open 1,000 stores in the next three years, it’s no pipe dream. We look forward to helping him make Tealive famous around the world,” Sphere founder and executive creative director, Michel Abdel, said.