Features of visual identity of new Chinese tea brands in social networks

visual identity system acts as a fundamental element of brand image, playing an important role in forming its recognisability and attracting the target audience. The immediacy and interactivity of social media open up new opportunities for visual brand identity. In recent years, the tea beverage market in China has continued to expand, resulting in increased market competition. Many brands stand out through their attractive visual concepts and images. This paper analyses the visual identity of new Chinese tea brands in the context of social media. The aim of the study is to identify the features of expressive means and cultural connotations embedded in the visual identity of the brands. Based on the study of communication content and the use of visual elements characteristic of new tea brands on social media platforms, it is found that their visual identity is a synthesis of Eastern cultural heritage and Western design solutions. There is a tendency towards innovative development on the basis of established elements of corporate identity, active use of bright colours to enhance visual impact, initiation of communication through symbolic interaction and emphasis on consumers' emotions to create a sense of ownership. These characteristics, contributing to the formation of a unique image, provide a close connection with the target audience and distinguish the brand in a competitive market.

visual identity system, brand visual identity, new Chinese tea drinks, social networks, symbols, advertising