Beautiful, atmospheric, immersive… Our experience of drinking tea has gradually expanded from the cup right before our eyes to the surroundings we find ourselves in, and between what we hear and see, another way of life closely tied to tea has shown us the many faces of tea.
Almost overnight, new-style tea drink brands spread across every shopping district have kept capturing young people’s attention. What exactly is it that draws us to choose one brand over another?
@Style Tea Bar
In the future, a mindset centered on user experience, using design to elevate brand value, will be regarded by tea drink brands as a core competitiveness.
Designers need not only to do the “small design” well — the visual presentation of the space and its physical layout — but also to take care of the “big design,” that is, to bring brand culture, products, site selection, operations, marketing and other links into the design system. Since 2014, Heytea has launched its PINK store representing women, its cool and modern Black & Gold store, and its LAB store experimenting with avant-garde concepts. These are Heytea’s attempts in design and R&D, and can be seen as a microcosm of Heytea’s staged evolution from product to brand.
@Man Niu
In the fiercely competitive new-style tea drink market, scenario-based marketing as a differentiation strategy can seize part of the market share ahead of others, and the core capability here lies in design. I believe design may not necessarily become a brand’s core competitiveness, but it will certainly be an important one.
May 2021 Issue
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Author: Lam Sam (LamSam), the Old Tea Head
ZENTEA MANOR
Alliance Supply Chain Services Limited
Unit 902-3, 9/F, Mini Cube, 10 Sam Chuk Street, San Po Kong, Kowloon, Hong Kong
www.zentea-shop.com Email:info@zentea-shop.com
