An Imperial Expression of Taro
Chinese New Year Campaign, 2026
吃茶三千 CHICHA San Chen Singapore
Art Direction: Shyon Toh
Design: Shyon Toh, Mia Aveline, Rachel Yeo
Social Media: Gregory See Toh, Jorgina Tan
Project Coordination: Seah Kun Miao
Photography: Jeremy Tan (JTKM Productions)
Model: Toh Wanyi (Basic Models)
Design: Shyon Toh, Mia Aveline, Rachel Yeo
Social Media: Gregory See Toh, Jorgina Tan
Project Coordination: Seah Kun Miao
Photography: Jeremy Tan (JTKM Productions)
Model: Toh Wanyi (Basic Models)
For 2026, CHICHA San Chen’s annual Taro return was reimagined as the Imperial Taro Collection, drawing inspiration from oriental and high fashion elements.
The use of “Collection” instead of “Series” was a deliberate shift influenced by fashion’s seasonal collections, positioning the beverages as curated, premium highlights while presenting CHICHA San Chen’s dedication to quality ingredients through a refreshed visual approach.
The use of “Collection” instead of “Series” was a deliberate shift influenced by fashion’s seasonal collections, positioning the beverages as curated, premium highlights while presenting CHICHA San Chen’s dedication to quality ingredients through a refreshed visual approach.
Intentionally avoiding purple to break away from mundane representations of taro, the campaign adopts a beige-pink tone closer to the natural colour of taro to stay true to its origins.
This was paired with a vibrant shade of orange to complement the festive Chinese New Year season. An oriental wooden ornament featuring the Chinese character for taro, 芋, was also created and intentionally displayed alongside the main drinks to reinforce cultural roots and ingredient storytelling.
This was paired with a vibrant shade of orange to complement the festive Chinese New Year season. An oriental wooden ornament featuring the Chinese character for taro, 芋, was also created and intentionally displayed alongside the main drinks to reinforce cultural roots and ingredient storytelling.
Fashion advertisements inspired the campaign’s social media teasers, featuring walk-in shots, slow zooms, and abstract angles using reflective surfaces.
Two sets of playing cards were designed for the campaign, each with its own visual approach. The first design features a custom tile developed as a modular unit, allowing the cards to form a tessellation of horses when arranged together.
The second adopts a modern pattern approach, using soft gradients and minimal detailing on the horse. The joker follows the same visual language, with both designs featuring a four-point sparkle used as the defining feature of the subject’s eyes.
The second adopts a modern pattern approach, using soft gradients and minimal detailing on the horse. The joker follows the same visual language, with both designs featuring a four-point sparkle used as the defining feature of the subject’s eyes.
