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

Yuhanis Bin Ibrahim ()
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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:

GATR Journals from Global Academy of Training and Research (GATR) Enterprise

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"

Keywords: Brand Visual Identity; Cultural Symbols; Consumer Perception; Design Strategy; Visual Design; Brand Recognition. (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Pages: 10
Date: 2024-12-31
New Economics Papers: this item is included in nep-ipr and nep-sea
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Published in Journal of Management and Marketing Review, Volume 9, Issue4

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Persistent link: https://EconPapers.repec.org/RePEc:gtr:gatrjs:jmmr342

DOI: 10.35609/jmmr.2024.9.4(3)

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