喜茶茶坊 heytea teabar 视觉设计

今年六月，dEdE 为喜茶茶坊 heytea teabar 创作的视觉延展设计正式上线。


面对一个已经拥有鲜明形象、也早已被大众熟知的母品牌标志，我们选择从“观察，再观察”开始。不是重新创造一个新的符号，而是回到那些已经习以为常的视觉中，寻找仍未被注意到的细节与可能。


我们重新观察并拆解母品牌喜茶原 logo 中的人物形象，从仰头、闭眼、举杯、啜饮四个细微的喝茶动作中，提取出饮茶过程中身体与感知之间的联系。


这些看似日常的动作，也对应着传统茶文化中由感官进入内心的体验路径：听其声、观其心、承其意、饮其性（Listen, Observe, Embrace and Taste）。


我们将这些动作重新转化为轻盈而连续的视觉语言，使原本静态的标志在不同载体中获得新的表达。整套设计应用于冷热纸杯、PET 杯及纸袋等饮茶场景物料，希望通过与消费者日常接触的物件，让饮茶这一瞬间的体验被重新感知。

heytea teabar Visual Extension Design

This June, the visual extension designed by dEdE for heytea teabar was officially launched.


For a brand image that was already highly established and widely recognised, we chose to begin with the idea of “observe and re-observe.” Rather than creating an entirely new symbol, we returned to the existing brand language, looking for details and possibilities within the familiar that might previously have gone unnoticed.


We revisited and deconstructed the figure in the original heytea logo, focusing on four subtle gestures of tea drinking: tilting the head back, closing the eyes, raising the cup, and taking a sip. From these small movements, we explored the relationship between the body and sensory perception within the act of drinking tea.


Though seemingly ordinary, these gestures also correspond to an experiential path in traditional tea culture, moving from the senses inward: Listen, Observe, Embrace and Taste.


We translated these gestures into a light and continuous visual language, allowing the originally static mark to take on new expressions across different applications. The design was applied to hot and cold paper cups, PET cups, and paper bags, with the hope that these everyday objects, encountered directly by consumers, could bring renewed attention to the fleeting experience of drinking tea.



DA dEdEworks
AD JINGYA LIU
D JINGYA LIU
C 喜茶 heytea