Case Study: Fourwinds
Everyone's Living Room
CHAMATE, a tea restaurant brand originating from Taiwan, opened its first Shanghai 
store in 2002. It entered China with a brand new image and has since developed rapidly 
with over 100 stores in the main cities of China. In addition, CHAMATE has further 
expanded to Tokyo, Japan. TotalDesign positioned the brand as "Everyone's living room", 
portraying a comfortable and relaxed atmosphere for socializing. TotalDesign then 
created a new brand identity around this brand position, along with English brand naming, 
interior design planning and employee training. CHAMATE has become a leading brand 
among tea restaurants and a top choice for business engagements and social gatherings 
in urban China.