Analysis Of Brand Visual Image Of Tie Guanyin

Tie Guanyin is a representatives of oolong tea. It began in the twenties of the eighteen century and has nearly three hundred years of history. It’s known in the world for its special tea tasting, tea processing, and tea ceremony. Since the reform and opening up, driven by the market economy, the merchants of production of Tie Guan Yin tea in Anxi have been gradually establishing a brand awareness and forming the characteristics of the brand culture strategy. Tie Guan Yin has been showing a new look in the world.The thesis uses Tie Guan Yin tea culture as a background, analysis Anxi tieguanyin brand’s visual image, and includes the following two aspects:First, Tie Guan Yin brand packaging design. It analyzes the differences of tea service packaging, tea packaging and tea food packaging among three existing representative brands of different levels, and it finds out that the gap between the low-end brand of tea and high-end brand tea lies in their brand packaging design, which is also an important factor to affect their level positioning, and in this way it highlights the importance of brand packaging design and value.Second, Tie Guan Yin brand space design. It analyses from tea seats, tea houses, tea shops, three-dimensional space brand design between the well-known brand of tea and ordinary tea brand, and sets out the importance of a good performance by the subsidiary space and services for the brand, which also emphasizes that ordinary tea brand to the well-known progressive direction of the high-end process must draw enough attention so that the brand visual image can have quality upgraded.The article also has a comprehensive analysis of the brand image problems of Tie Guan Yin and puts forward feasible countermeasures.