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

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 JEL Classification: M31, M37 Keywords: Brand Visual Identity; Cultural Symbols; Consumer Perception; Design Strategy; Visual Design; Brand Recognition. Reference to this paper should be made as follows: Jiabin, H; Ibrahim, Y.B; Hapiz, H.Y; Nazli, N.A.A. (2024). Brand Visual Identity Design for Tea Beverages: Case Study of CHAGEE and Tealive, J. Mgt. Mkt. Review, 9(4), 173 – 182. https://doi.org/10.35609/jmmr.2024.9.4(3)