Double the Trouble: Bringing the Tatah Twins to Life

One of my favourite recent projects has been working on TaTah, a UK-based confectionery brand created specifically for the Chinese market. The name comes from the Chinese characters for “him” and “her”, combined to form TaTah - the perfect foundation for a brother-and-sister duo. From this idea came the TaTah Twins, two lively characters inspired by tarsiers, one of the world’s strangest and smallest primates, famously expressive and full of energy.

Working closely with a China-based illustrator, I developed a series of playful scenarios for the Twins, giving each pack its own moment of personality and fun. The sweets themselves are made with real fruit juice and no nasties - bright, bold flavours paired with a clean-label promise aimed at younger consumers.

The range launched this year at a major trade show in China and immediately secured listings with several large retailers. What began as 8 products has already grown to 15, with plans to expand into wider categories such as snacks and other treat items. And with character-led merchandising being a huge opportunity in China, the TaTah Twins are perfectly placed to build a much larger brand world.