HiTea was born in the small town of Jiangmen in 2012,
By 2019, it has received 500 million in financing including IDG,
We have opened more than 400 stores across the country, with a daily order volume of 1,500-2,000 orders.
(picture from the Internet)
From a small town in Jiangmen to popular all over the country,
This little man drinking tea leisurely seems to have become the Steve Jobs of the "milk tea world".
(picture from the Internet)
Why does Heytea attract young people at the doorstep?
We conducted an in-depth comparison of the designs of dozens of Heytea stores,
Finally discovered the design code of its popularity and charm.
(picture from the Internet)
Establish a "mature" appearance
In the past few years, the "domestic Instagram style" has been popular. Most new stores have invariably used wall-to-wall pink and flamingos to attract attention. In contrast to this irrational and blind following of the trend, Heytea However, it has always insisted on unifying the tone of each store - with a mature texture, breaking away from the "cheapness" of milk tea.impression.
(picture from archdaily webpage screenshot)
In the design of Heytea Shenzhen Fangdacheng store, the entire space adopts a rational attitude, making full use of extremely pure white volumes and dark gray terrazzo to create a suspended A tea space with a free spirit. There are no unnecessary colors, white and gray, smooth and spots, which are the designer’s expression of texture.
(picture from the Internet)
(picture from the Internet)
(Picture from Oushen Ceramics)
Tag "Features"
Uniform tone does not mean copying and unchangeable. Heytea stores are often located in prosperous places, so a design symbol that conforms to the local area is the best advertisement.
(picture from the Internet)
Take Chongqing·HEYTEA (Longhu U City Tianjie Store) as an example, the entire space, the volume interspersed blurs the original relationship between tables and chairs, and pays tribute to the most simple and innocent Chongqing teahouse culture in memory with a contemporary social attitude of equality and sharing. The terrazzo stone tabletop and log paving create a natural feel, combined with the cement texture of the space background, and the introduction of jumping red as a visual guide.
(picture from the Internet)
In the words of the designer, "past life and future imagination are integrated into the new commercial space."
(picture from the Internet)
(Picture from Oushen Ceramics)
A romance that can "create dreams"
"Being able to play" and "Being able to dream" are also the selling points of Heytea's specialty stores. Heytea Tianjin Joy City DP store combines the series theme of "Daydreaming" with contemporary Matching a famous description in the masterpiece "Golden Age" by writer Wang Xiaobo, "cloud" is extracted as the motif of the store, extending the literary meaning contained in the architectural entity.
(picture from the Internet)
(picture from the Internet)
Using a large area of gray solid color floor tiles to set off the color of clouds in the space can better present the purity of the white cloud device. The cloud installation can rotate easily with just a slight push, elegantly reflecting light that changes in light and dark like breathing in the store. Illuminating different clouds at different times and angles adds a sense of mystery to the changes in form and light and shadow, and also allows tea drinkers to have different feelings while watching.
(picture from the Internet)
(Picture from Oushen Ceramics)
Adhere to the brand tone,
Add regional characteristics in unification,
Full use of individual design language,
It is the charming password that resonates with contemporary young people.
Such a "hot-selling" design of HeyTea,
Did you get it?
(This article is provided by the enterprise)
