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汗纳迪姆
Aug 03, 2022
In General Discussions
In the first two articles, we talked about the "Sword Sect" Mi Xue Bingcheng and the "Air Sect". Today, let's talk about the third pole, "No sword, no tricks, everything can be a sword" Hey Tea. "Global brands and symbols are the goals and things we have to do, and the rejuvenation of tea is just a means." ——Nie Yunchen at the age of 19 Starting point: Start with the founder's original intention and the brand's genes, find the soul of the brand, and take this as the core, "Without swords and no tricks, everything can be a sword." Basic concept: IP is the manifestation of the soul of the brand. Core functions: create, lead, inspire. 1. Representative brand of tea: "Tea of ​​Inspiration" - HEYTEA There is no doubt that the starting point for HEYTEA to become an Internet celebrity is the ultimate product and unique IP image (simple line illustration). However, the representative of the new tea drink that has grown into China, and now this behemoth, relies on the persistence of the founder and the soul of the brand-inspiration, soul, innovation, and making HEYTEA. Because of the soul, HEYTEA's IP has long been free from a certain figurative illustration, character, scene...even a specific IP role, character...IP has been integrated with the soul and the brand. As Dugu Qiufeng said in "The Legend of Condor Heroes": "After the age of 40, you will not be stuck with things. All plants, trees, bamboos and stones can be used as swords. From then on, you will gradually progress to the realm where no sword is better than sword." Steve Jobs' Apple Empire, Musk on Mars, Branson in Virgin Empire, whatever is created by your heart, all are like this. This may be the ultimate form of all IP pursuits. 1. Enter the soul with "inspiration" to create new IP value (1) Continue to inject "inspiration" into the IP image At the beginning of its birth, HEYTEA is unique in the world with its unique IP image (the style of the famous Japanese illustrator Noritake) - simple black and white lines, expressionless and spiritual face, casual movements... HEYTEA, with its design and creativity, brought a lot of "surprise" and imagination to the young people of that era, and became an important source of "inspiration". "The concepts of coolness, youth, inspiration, design, etc. we want to convey, although very imaginary, did not help the development of HEYTEA at the beginning. But once in the hearts of users, these concepts and HEYTEA's brand have achieved a strong bond. That's telemarketing list the real success of HEYTEA. Even if the chasers imitate everything I have, they can't imitate this brand." ——Nie Yunchen In HEYTEA's worldview, "Zen" and "minimalist aesthetics" are inseparable, both of which are the core genes of the brand. It is gratifying that this typical oriental traditional culture has spawned new "inspiration" in the contemporary minimalist aesthetic context, expressed in visual language, making tea drinking "cool". After that, HEYTEA cooperated with various independent illustrators to express "inspiration" and the joy of life through the language of painting, and created a series of images that blended with "inspiration", gradually forming the visual logic of HEYTEA IP - Oriental "Zen" + "contemporary minimalist aesthetics + "inspiration" = X.
Looking at the three major schools of IP roles from the perspective of tea brands (3) - no swords and no tricks, everything is tea
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