HEYTEA Official Went Bald in Search of Collaborations?!

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Heytea's Logo Evolution: From "Going Bald" to Full Body Creation

Recently, Heytea officially announced a fan collaboration, launching the first "Axi Full Body Image Contest," which closed for submissions on October 15th and has now entered the judging phase. The activity established a grand prize worth over 9,999 yuan, inviting fans to participate by drawing full body images of Heytea's logo—Axi.

After the activity began, the total readership of related topics on Weibo and Xiaohongshu exceeded tens of millions. According to Heytea's Weibo announcement, thousands of works from various platforms have been received. The "Great Axi Artist" grand prize will be announced on October 31st, so all Axi artists should pay attention to official information. This "collaboration" has been jokingly referred to by netizens as "Heytea's largest collaboration site to date."

The "Bald" Logo Transformation

Have you noticed? On the night before announcing the "Axi Full Body Image Contest," Heytea's Logo suddenly "went bald"! Did it stress over the contest to the point of losing hair? Heytea quietly changed the Logo design, removing the black hair, and even the fingers holding the cup disappeared.

What followed was netizens' crazy "roasting": "I accidentally saw Heytea changed their new logo... Heytea! Are you experiencing hair loss? This really looks like it." Other netizens, facing the suddenly changed logo avatar, said this was too "baldenly" sudden. Look! The Logo updated on September 29th became like this.

Golden Upgrade and Logo History

This happened before the National Day holiday. After the National Day holiday, we can see that the logos on Heytea's various official accounts have changed again. That's right! The brand plated the "bald Axi" logo with a layer of gold, instantly making it look more "noble"!

Since its establishment, Heytea originally created the Axi Logo, starting with a simple, cute black and white stroke character design. The simple black and white stroke design has strong visual recognition. Later designs continued to iterate and upgrade, but maintained the same simple drawing style. It's understood that Heytea's Logo inspiration comes from the classic profile portraits on coins that have circulated throughout ancient and modern times, both in China and abroad. The image on the Logo is not defined by gender, race, or region.

Full Body Image Creation and Fan Engagement

In October last year, the first full body image of Heytea's Logo "appeared." Some netizens created a full body image of Axi as a little boy with a big belly drinking Heytea on social media platforms. After this image was moved to Weibo, the topic #HeyteaLogoFullBodyImage also became a trending topic.

In response to this "parody," Heytea officials appeared to "debunk" it, which reminds me of "well drawn, but don't draw it next time." This debunking led more netizens to participate in this interesting creation. Heytea's trending topic reached 400 million reads.

Everyone expressed their agreement: "I don't know if this is Heytea's full body image, but this is definitely my full body image," "It's exactly like me when I'm trying to lose weight but still insist on drinking milk tea," and some netizens even said: "The reason why Heytea doesn't release full body images has been found!" Heytea stated that this creation provided many soulful collisions, and now they're doing it for real. Now we just need to wait for the announcement of the "Great Axi Artist" works on October 31st.

Lightning Strike and Logo Innovations

Heytea's Logo updates aren't just this once or twice. In April this year, Heytea officially announced a crossover collaboration with renowned trendsetter Hiroshi Fujiwara on the theme of "Black TEA." Perhaps due to a deep collision of inspiration between the two parties, a few days after the announcement, Heytea's Logo was struck by lightning, and the hair directly turned into an afro.

To highlight this outstanding hairstyle, the entire color scheme also changed from the original white background with black lines to black background with white lines. Heytea officials even specially created an animated image where the little boy is struck by lightning and his hair "explodes"! Because of being "electrified" by Hiroshi Fujiwara, this inspiration is truly big!

Brand Recognition and User Connection

Over so many years, Heytea's Logo has been continuously modified and updated in details, which not only brings deeper understanding to users but also conveys the brand's latest concepts, gradually becoming a deeply rooted brand memory.

Heytea's Logo has extremely high recognition and strong inclusiveness. Nowadays, the creation of Heytea's full body images seems to gradually become a unique "Heytea-style interaction," which can continuously deepen users' cognition and impression of Heytea's Logo. This also helps accumulate brand assets that other brands cannot replicate.

Logo Strategy and Brand Marketing

Many food and beverage brands seem to be subverting our perceptions unconsciously, although we also look forward to the surprises they bring. However, genuine interaction and connection with consumers still need to be built around real products and experiences.

In conclusion, we must understand that a Logo is far more than a brand's outer clothing. Building a good Logo cannot be completed overnight. Only with correct positioning, combined with quick responses and analysis according to different periods, without sparing every investment and without fearing every change, can one master the Logo and achieve great things in brand marketing.

Image source: Internet

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