HEYTEA has unveiled a visual identity renewal aimed at global expansion. The centerpiece of this renewal is a new logo and packaging system. The production studio behind the project revealed that the final product was finalized after a lengthy and meticulously refined process with the founders and design leads. The new logo is designed to be bilingual and integrate a single, consistent design language for global expansion.
The new logo is already being rolled out to global stores. Currently, the new logo is being applied to existing packaging created by HEYTEA's in-house design team. The production studio announced that it will unveil the complete packaging system it has developed within the year. The symbol was designed by work by works, and the logotype was developed by Makkaihang Design. Mak Kai Hang's name is also credited in the logo design.
HEYTEA has grown into a brand representing China's new tea beverage culture. This brand refresh, amidst ongoing expansion of accounts and stores in various countries, represents a reestablishment of the visual language. As the logo and packaging are the first touchpoints in stores, achieving a balance between global consistency and local adaptation will be crucial.
