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Brand Visual Identity Design for Tea Beverages: Case Study of CHAGEE and Tealive

Author

Listed:
  • Yuhanis Bin Ibrahim

    (Faculty of Creative Technology and Heritage, Universiti Malaysia Kelantan, Malaysia Author-2-Name: Han Jiabin Author-2-Workplace-Name: Faculty of Creative Technology and Heritage, Universiti Malaysia Kelantan, Malaysia Author-3-Name: Hana Yazmeen Hapiz Author-3-Workplace-Name: Faculty of Entrepreneurship and Business, University Malaysia Kelantan, Malaysia Author-4-Name: Nur Ain Amirah Nazli Author-4-Workplace-Name: Faculty of Creative Technology and Heritage, University Malaysia Kelantan, Malaysia Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

"Objective - This study examines the brand visual identity (BVI) design strategies of two prominent tea beverage brands: Tealive and CHAGEE. In the competitive landscape of the tea beverage market, effective BVI is crucial for differentiation and consumer engagement. Methodology/Technique - This research, an empirical review, employs a comparative case study method, analyzing elements such as logos, color schemes, slogans, packaging, and in-store decorations. Tealive's BVI emphasizes vibrancy and innovation, targeting a youthful demographic with dynamic colours and modern aesthetics. Findings - In contrast, CHAGEE integrates traditional Chinese cultural symbols with modern design elements to create a visual identity that reflects its heritage and brand ethos. The findings highlight the significance of BVI in shaping consumer perceptions and preferences, demonstrating how both brands leverage visual elements to enhance brand recognition and loyalty. Novelty - This study contributes to understanding BVI's role in the tea beverage industry, offering insights into how brands can effectively utilize visual design to strengthen their market position and appeal to target audiences. Type of Paper - Review"

Suggested Citation

  • Yuhanis Bin Ibrahim, 2024. "Brand Visual Identity Design for Tea Beverages: Case Study of CHAGEE and Tealive ," GATR Journals jmmr342, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr342
    DOI: https://doi.org/10.35609/jmmr.2024.9.4(3)
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    More about this item

    Keywords

    Brand Visual Identity; Cultural Symbols; Consumer Perception; Design Strategy; Visual Design; Brand Recognition.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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