Yeo's Tea Journey — Heritage Brand Immersive Experience, 2026
Context
Singapore HeritageFest is a cultural event celebrating Singapore's multicultural heritage. For a brand like Yeo's — with a decades-long presence in Singapore households — it represented an opportunity to connect their brand heritage with an audience actively seeking meaningful cultural experiences.
The challenge was execution: telling a brand story at a festival in a way that was genuinely memorable, not just a booth with product samples and a poster. Passive brand exposure at events rarely produces recall or emotional connection. The experience needed to be participatory — something that made the audience do something, not just watch something.
The brief added a technical constraint: the experience needed to work on the phones people already had in their pockets. No dedicated hardware, no app download, no queuing for a single booth terminal.
The Brief
Create an immersive digital experience for Singapore HeritageFest 2026 that tells the story of Yeo's tea production journey in a way that's interactive, memorable, and accessible on any modern smartphone.
The experience should connect Yeo's brand heritage to the festival's cultural storytelling themes. It should generate natural sharing moments — the kind of experience people photograph and send to friends. And it should be activatable on any phone, without an app.
What We Built
We built Yeo's Tea Journey — a motion-sensor, gesture-driven mobile web experience where users physically tilt and move their device to guide a tea leaf through its journey from harvest to bottle.
Each stage of the journey corresponds to a real step in Yeo's tea production: picking, withering, rolling, drying, blending, bottling. The user's physical movements — gentle tilts, rotations, precise balancing — mirror the care of each production stage. The game narrative maps directly to the brand's heritage story, making the brand knowledge inseparable from the play.
Built as a mobile web experience using device orientation APIs and gyroscope data, the experience required no app download and worked directly from a QR code at the festival booth. The motion mechanic made it photogenic and shareable by nature — players holding their phones at unusual angles for extended periods created a visual spectacle that attracted attention and curiosity.
The Yeo's Tea Journey ran throughout HeritageFest 2026 at the Yeo's activation booth.
Results
Zero app downloads
Fully web-based
Accessible via QR code on any smartphone, no install barrier
Natural sharing
Social visibility
The gesture mechanic made players visually distinctive at the booth, generating organic photography and sharing
Deep brand story
Heritage narrative delivery
Players experienced all 6 stages of Yeo's tea production through play — not reading
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