Research on Brand Design Trends under the Changing Tea Culture - Focusing on Bubble Tea Brand in the Chinese Market -

Throughout history, tea culture has gone through different changes, and the evolution of Chinese tea culture is closely related to socio-economic development. In today's society, tea culture has become more popular and commercialized with the emergence of teahouses, tea brands, and other commercial entities dedicated to attracting more consumers and offering a choice of different tea varieties. The popularization of the internet and digital media has allowed tea culture to spread more widely. Tea brands interact with consumers through digital channels such as social media and e-commerce platforms, offering online ordering and delivery services, which strengthens the connection between brands and consumers and provides new ways to spread tea culture. Modern tea culture has evolved towards commercialization and fast-paced development, and the fast-paced lifestyle of modern society has influenced the evolution of tea culture. People no longer have much time to participate in traditional tea ceremonies and prefer to seek convenient, ready-to-drink tea beverages. The rise of modern tea drinks, such as bubble tea, fulfills people's pursuit of an efficient and convenient lifestyle, making tea culture compatible with modern life. Through the method of cultural analysis and STEEP analysis, this paper summarizes the following characteristics through the STEEP analysis of Bubble Tea: the brand design tends to be youthful, online media publicity becomes the focus, and the publicity methods and styles become more diversified. According to the characteristics analysis, the trend theme of the bubble tea brand design is derived, and the trend of the bubble brand design is analyzed from three aspects: online applications, offline stores, and products, which points out the direction for the future development of the bubble brand.