The Coffee Bean & Tea Leaf gives 63 years of craft a fresh pour

The Coffee Bean & Tea Leaf (CBTL) is marking its 63rd anniversary with a global campaign that signals the start of a broader brand transformation aimed at connecting with a new generation of consumers.

The anniversary campaign introduces a refreshed visual identity for the coffee and tea chain, pairing its more than six decades of heritage with a bolder and more contemporary look. It also puts artists, creators, customers and members of CBTL's brew crew at the centre of its campaign assets across online and offline channels.

As part of the shift, CBTL is positioning craft and self-expression as key pillars of its next chapter, underpinned by its purpose of helping consumers "find their flavour". The brand said the transformation will build on its longstanding focus on coffee and tea craft while evolving how it shows up culturally.

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Rather than rolling out the campaign identically worldwide, CBTL said participating markets will bring it to life in different ways, allowing executions to reflect their respective cultures and communities.

The campaign also sees CBTL hand the spotlight to emerging artists and creators, tapping them to help shape how the brand tells its story as it looks to attract younger audiences. The anniversary serves as the first step in a wider transformation that CBTL said will continue to unfold across its markets.

Ken Lingan, chief executive officer of The Coffee Bean & Tea Leaf, said the anniversary is an opportunity for the company to look forward while recognising the craft and community that have shaped the brand over the past 63 years.

"We've built something lasting on craft and community, and now we're evolving the brand to matter as much to the next generation as it has to the last," said Lingan, adding that the anniversary marks the beginning of CBTL's next chapter of growth.

Meanwhile, Anshul Laroia, global head of marketing at The Coffee Bean & Tea Leaf, said the brand is increasingly looking towards culture and the people shaping it as it embraces its role as a "creator brand".

"Craft and self-expression have been part of who we are for 63 years, and this anniversary is as much about celebrating our past as it is about inviting the next generation to bring their own flavour," he added.

The global push follows recent efforts by CBTL to tap into local culture through music and creators. In Malaysia, the brand recently marked Merdeka with a hip hop track created with Roshan Jamrock, an artist associated with Kajang-based K-town Clan.

The track formed the centrepiece of CBTL Malaysia's Merdeka 2026 campaign, blending English and Malay lyrics with trap and phonk beats. Produced by Big Lion Enterprise, the project was creatively directed and executive produced by Roshan, who also wrote, composed and performed the track.

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