How CHAGEE brews team pride with its new mix-and-match uniforms

In CHAGEE’s latest brand move, the tea chain has traded its all-black workwear for a fresh uniform collection designed to feel as personal as the drinks it serves. The new line, now rolled out across Singapore, Malaysia, and Thailand, gives staff the choice of mix-and-match pieces, accessories, and three distinct style directions, all while staying true to the brand’s tea-inspired colour palette.

It is a shift that blends fashion with function, but also speaks to a deeper brand philosophy: that uniforms are part of the customer experience, and a visible extension of CHAGEE’s identity. “As the brand grows, we also want to build a stronger image and sense of team,” said Simeng Li, director of branding and marketing at CHAGEE APAC in an interview with MARKETING-INTERACTIVE. 

"This new uniform is one way to do that — to create different styles that allow store partners to mix and match, and wear something that feels more like them," she added. 

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Singapore, Malaysia and Thailand were chosen for the first rollout as they are among CHAGEE’s more developed markets, with larger teams and a higher store count. The collection features three distinct styles — trendy street, minimalist modern, and Muslim-friendly — paired with accessories such as berets and scarves. These aren’t just fashion statements. Each look reflects the everyday styles Li’s team saw in their markets, and the small touches that help staff feel confident behind the counter.

“Some of our store partners like street fashion, some like a clean and modern look, and we also wanted to create something modest and stylish for our Muslim staff," said Li. “It is a bit like our drinks. Everyone has their own favourite way to enjoy it. We want our team to also show their own style while keeping the overall look consistent.”

Despite their differences, each uniform shares the same tea-inspired palette of warm browns, lightweight fabrics, discreet logos, and subtle design motifs such as CHAGEE’s signature “C” and tea horse road patterns. This ties into the brand’s ‘CHAGEE Together’ spirit, said Li, who noted that while each person can have their own style, they remain part of one team. In addition, the new uniform allows staff to feel like themselves while still feeling proud to represent the brand.

From the start, store partners were part of the process. Some of whom have shared that they prefer a looser short-sleeve fit, while others have asked for fabric that is anti-wrinkle, water-resistant and easy to clean. 

“They also told us what they liked and what didn’t work with the old uniforms. Some wanted lighter fabric, better pockets, or something that looks more fresh and stylish. Their feedback helped us create something that is not only practical and comfortable, but also fun to wear," said Li. 

The uniforms were developed in-house by CHAGEE’s APAC brand team, led by designer Sylvan, the same team behind the chain’s store design and branding. This decision, according to Li, is for consistency: 

From the tea bar to what our store partners wear, everything should feel like CHAGEE. Even though the uniforms let staff show their own style, the overall look still fits the brand.

This is especially since uniforms, Li believes, are part of the customer experience. "The new uniform collection also shows that CHAGEE is modern, friendly, and cares about the details. We hope customers feel that same care and energy. From the moment they walk in, they know they are in a space where people love what they do, and are proud to serve them," she said. 

While there are no immediate seasonal updates planned, Li is open to introducing new pieces if the response is strong. Any additions, she said, will keep to the brand’s core values: Simple, modern and easy to wear.

For Li, the biggest takeaway is that uniforms are an internal branding tool as much as a customer-facing one.

Branding today is not just about packaging or merchandise. It is about the full experience. That includes how your team looks, how they feel, and how they show up every day.

“Our store teams are the face of CHAGEE. They are the ones bringing the brand to life. When they feel confident and connected, customers feel it too," added Li. 

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