On May 13th, Heytea officially announced its co-branding with a well-known trendy toy BE@RBRICK, and the two sides jointly launched the co-branded special drink "BE@RBRICK Black Pineapple", the co-branded HEYTEA x BE@RBRICK doll set, as well as the newly designed black and silver visual packaging materials, peripherals, theme store atmosphere and offline activities that combine the brand elements of both parties, bringing a full range of cool black trend experience.
Through the co-branding with Heytea, BE@RBRICK, known as the originator of "trendy play IP", interacted with China's new tea brand for the first time. As a classic symbol of trend and creativity, in the joint brand with Heytea, BE@RBRICK tried for the first time to interpret the image of the doll with the cool black concept from the new tea drink, which not only highlights the unlimited and rich possibilities of trend culture, but also once again embodies the brand proposition of "making tea cooler" of Heytea. This is also the 2.0 reinterpretation of the cool black concept that swept the whole network after the "Black TEA" brand campaign, and the trend culture and the new tea drink culture collided again, which attracted widespread attention.
Deeply integrating classic trend symbols, Heytea joins hands with BE@RBRICK to interpret the cool black of tea
As one of the most well-known IPs in the world, BE@RBRICK has evolved into hundreds of images in interactions with luxury goods, fashion brands, film and television IPs, and even various artistic images, extending to all aspects of pop culture with its strong plasticity and malleability. In this joint event, Heytea and BE@RBRICK joined hands to create a cool black 2.0 series design including co-branded tea products, co-branded BE@RBRICK dolls, and a series of packaging materials, peripherals, offline activities, etc., with a unique black and silver vision, to jointly convey the cool black tonality, interpret the brand spirit of Heytea's "joy happens", and once again convey the unique healing sense of BE@RBRICK this classic trend image.
At the product level, Heytea and BE@RBRICK launched a new cool black concept drink BE@RBRICK · "Black" pineapple, on the basis of the classic mulberry flavor, tries to collide with fresh fruit inspiration from the tropics, with an abundant double fruity aroma and a sweet four seasons spring tea base, forming a unique and impactful cool black new experience, washing away the approaching heat and heat, bringing a cool summer experience.
At the design level, the two sides also made bold attempts without limits, with a dazzling black and silver vision throughout the design of packaging materials and peripherals, and combined elements from both sides to extend the image of BE@RBRICK dolls and Ah Xi in an interesting way. In the co-branded model, the BE@RBRICK doll with a cool black hue not only appears in the street graffiti-style silver "HEYTEA", "LIVEJOY" words and the Heytea logo. The face also has added "eyes" from the Heytea logo Axi. And the Hey Tea logo Ah Xi also has a co-branded version of the image: Ah Xi "grows" the ears and nose of a bear, and the arm that raises a cup of tea becomes the style of a building block bear. This two-way interpretation not only reflects the rich malleability of the brand logos of the two parties, but also reflects the deep fit between Heytea and BE@RBRICK in bringing joy to people in a way that is not self-limited or defined.
The new peripheral design brings unlimited gameplay, and Heytea creates a complete cool black concept experience
While combining the classic doll image to create a dazzling cool black 2.0 visual design experience, Heytea and BE@RBRICK are also committed to showing more playability in the form design of peripherals and product packaging materials, highlighting the multiple possibilities of the cool black concept and bringing a more complete brand experience.
In addition to the co-branded dolls, Heytea and BE@RBRICK jointly brought a total of four co-branded peripherals, including bear-shaped pendants, refrigerator stickers, water cups, and luggage ornaments. The bear-shaped pendant restores the shape of the Heytea x BE@RBRICK co-branded doll with the specifications of accessories, so that more people can have the "same doll" in another form. The co-branded version of Axi refrigerator magnet also adopts metal materials and three-dimensional style, on the one hand, it fits the main vision of black and silver, and the three-dimensional form also brings a higher degree of restoration. The bear-headed water cup makes the image of the BE@RBRICK more everyday. The co-branded luggage ornaments can be regarded as "trendy toys" derived from the image of BE@RBRICK trendy toys, and a special Heytea drink cup is built into the luggage ornaments. Whether it is the luggage ornament or this drink cup, it is designed to fit the hand size of the standard 400% BE@RBRICK doll, so that all the dolls of this specification can "pick up" the suitcase or Hey Tea Cup, so as to make its shape more rich and fun.
In addition to the presentation of the co-branded visuals, the co-branded beverage cups, cup sleeves, packaging bags and other packaging materials launched by the synchronous drink "BE@RBRICK Black Pineapple" also add more playable ingenuity. For example, in line with the iced drink attributes of the drink, the word "HEYTEA" on the co-branded silver cup sleeve has been treated with variable temperature, and the original silver will change to black after encountering ice, becoming a hidden gameplay that echoes the theme of "cool black".
In addition, nearly 1,000 Heytea theme stores across the country have also been officially launched on May 13, presenting a more immersive sense of cool black theme through store atmosphere layout, offline Heytea cup check-in device and other forms. With the opening of "BE@RBRICK WORLD WIDE TOUR 3" in Shanghai Zhangyuan in June this year, the "Cool Black" pop-up space created by Heytea will also be launched on May 31, with on-site sales of co-branded drinks, as well as a large HEYTEA cool black cup punch-in device and co-branded limited photo paper, to have an in-depth experience with the audience.
With "making tea cooler" as the starting point, Heytea Cool Black IP leads the integration of new tea drinks and trendy culture
As the pioneer and promoter of the new tea beverage industry, Heytea continues to create and break through the new trend of new tea drinks, not only through solid product research and development capabilities, supply chain strength and brand building capabilities, to create "succulent grapes", "succulent green grapes", "cool black" and other IPs, but also to cooperate with many leading fashion and art trends of brands and designers, leading the trend of new tea drinks, and at the same time promoting contemporary tea culture to further enter the daily life of the public.
In April 2022, Heytea officially launched the concept of "cool black", a new tea drink with modern trendy culture, with the starting point of "making tea cooler", which aroused great repercussions. The in-depth participation and interaction of consumers has created a new trend of interaction between users and brands in the new tea beverage industry, and has also promoted the large-scale dissemination of trendy culture, truly integrating "Kuhei" into daily life. Earlier, Heytea cooperated with adidasOriginals to integrate succulent grape purple with a sense of technology and Y2K elements, and launched trendy cross-border actions such as Heytea x adidas ZX 7000 sneakers, all of which reflect the multiple possibilities of collision and integration of new tea drinks and trendy culture with the support of brand and product power.
Different from Kuhei 1.0, which presents the "coolness" of tea drinks with the most representative design aesthetics in popular culture, Heytea focuses on amplifying the commonalities with BE@RBRICK in the core of no restrictions and no definitions in the cooperation with BE@RBRICK in Kuhei 2.0, highlighting the "Kuhei experience" with richer forms and stronger playability. The cool black version of the image born in the collision of BE@RBRICK with China's new tea drink brand also highlights a new dimension of the extension of trend culture. In the process of accumulating profound tea culture and integrating multi-faceted trend culture, Heytea will continue to bring new possibilities for the concept of cool black.