CHAGEE × Museo Nacional Thyssen-Bornemisza

Monet’s Garden, Served in Every Cup

The Brief

The leading modern Chinese tea brand - CHAGEE wanted to create a Valentine’s Day tea collection that would connect its modern tea culture with Monet’s romantic garden imagery, giving younger consumers an artistic and emotionally engaging seasonal experience.

ARTiSTORY's Role

Our role included selecting Monet’s The House among the Roses, developing the art-led creative direction, and adapting its colors, floral elements, and atmosphere across beverage packaging and campaign storytelling. We also coordinated rights clearance and approvals from concept through launch.

The Collection

The three-SKU “Among the Roses” collection launched in China on February 14, 2025. It included a rose milk tea, a cream-topped rose tea with fig pieces, and a dairy-free rose oolong tea. Monet-inspired packaging connected the beverages with the painting’s romantic garden setting.

The Outcome

The collection launched across CHAGEE’s extensive China retail network and was supported by livestreaming, creator content, and a Douyin promotion. One featured campaign video approached 1.5 million likes, helping strengthen CHAGEE’s cultural positioning and engagement with younger consumers.

Featured Cultural Source

The House among the Roses

Claude Monet’s 1925 oil-on-canvas view of his Giverny house framed by blooming rose trees. Source: https://www.museothyssen.org/en/collection/artists/monet-claude/house-among-roses