Research On Brand Image Design Of New Tea Drinks In The Internet Era

The new tea drinks is a "fine milk tea" with fresh and healthy raw materials and a variety of taste levels,and it has more brand awareness.Driven by the Internet era,the new-style tea brand has accurately positioned the post-90 s young consumer group as the main body.It has targeted integrated marketing communications for young people ’s trendy,entertainment,social and other consumer needs,and through product upgrading and brand image design promotion and other means to quickly increase brand awareness,and is loved by young consumers.As a consumption hotspot for young groups,the new tea drinks not only reflects the lifestyles and attitudes of young people,but also reflects some changes in cultural consumption and material consumption in the context of contemporary online culture.Under this new consumption demand,how to provide consumers with customized beverages with more personalized taste and higher recognition? How to keep fashion IP brand long-term fashion? How to enhance the effective and rapid communication of the brand? How to make the purchase process more convenient? This is a problem to be solved by the new tea drinks brand operators,and is also faced by designers.This article takes the popular "new tea drinks" as the research object,takes the brand image design of the Internet era as an entry point,and analyzes the design characteristics of the brand image under the background of the network era,combined with the case analysis of the new tea drinks brand,proposes to create differentiated,personalized,and experiential brand design performance.Starting from design practice,by designing a brand IP with a high degree of identity and appeal and extending it in multiple dimensions to create a personalized brand culture;through simple and crisp packaging design,with cross-border brand output,to create differentiated Brand packaging;enhance the interactive experience of consumers by designing a special order program of "independent collocation".This article explains the relationship between the ideas and concepts of brand image design in the online era and the new tea drinks from three aspects: era background,expression methods and application skills,hoping to develop the theory and practice for the development of new tea drinks brands in the future.