A Shanghai auntie changed her profile picture to pretend to be Bawang Tea Princess? Behind this is the internal upgrade of tea brands

Shanghai Auntie, a well-known tea brand, has made a bold innovation in its brand image, which has triggered extensive discussions inside and outside the industry. This article will deeply analyze the motivation and strategy behind Shanghai Auntie's brand change.

"Is this still the 'Shanghai Aunt' I know?", "The Shanghai Aunt has returned from studying abroad", "This is not a Shanghai Aunt, this is a Shanghai rich woman", "The Aunt is younger and more beautiful now"... Recently, the news that the Shanghai Aunt changed her profile picture sparked heated discussions among netizens.

The classic visual image of a Shanghai aunt in the past was a woman with two buns on her head, wearing an open-collared cheongsam, holding a cup of tea in one hand and a straw in the other, with her index finger raised and one eye playfully blinking. The colors were mainly green or black and white.

Nowadays, the national trend has been transformed into a retro style, and the aunt has transformed into a modern girl. The Shanghai aunt has transformed into AUNTEA JENNEY. On the orange-red background, there is a girl with short hair and a tweed hat. The only thing that remains unchanged is her playful expression and a teardrop mole under her eyes.

At first glance, it looks a lot more advanced, but netizen A commented: "It smells like Overlord Tea Princess no matter how you look at it", and netizen B explained: "The same teacher designed it, so it's normal for them to be similar."

It is indeed difficult to say who borrowed from whom when it comes to brand logos. When Bawang Cha Ji first revamped its logo into its current one, it was also criticized for copying Starbucks.

1. What are the Shanghai aunties doing after all the upgrades?

Marketing guru Laura Ries wrote in "Visual Hammer": In the visual age, the best way to capture the minds of consumers is not just to use "linguistic nails", but also to use a powerful "visual hammer". Visual image is like a hammer, which can establish positioning faster and more effectively and resonate with customers. The relationship between visual image and language information is like a hammer and a nail: use the hammer of visual image to implant your language nails into the minds of consumers.

Visual marketing is an important means for brands to quickly occupy the minds of consumers. Compared with lengthy promotion of brand concepts, a powerful and connotative visual image can leave a quick impression on people.

This time, Shanghai Auntie’s visual upgrade is not just a change of the logo, but also a complete renewal of everything from product packaging to store decoration.

In the tweets from Shanghai Auntie’s official WeChat account, we can see that in addition to the modern girl described above, the brand’s complete visual image also includes a cheetah, with the side faces of the lady and the cheetah printed on the yellow cup.

The main color of the image store is also orange-yellow, with some wood color embellishments. The tables and chairs have the flavor of Shanghai-style coffee shops in the last century. The paintings on the wall are also very interesting. They are the second creation of the image of Shanghai Auntie. A lady holding a monocular telescope, like a navigator, steering the wheel and riding the wind and waves, surrounded by cheetah elements. Shanghai Auntie's new image stores will be airborne in Jinan, Hefei and Foshan in April.

From the visual design, we can see that the brand wants to express something to consumers, rather than just seeking a quick transaction. So what exactly does Shanghai Auntie want to express? Let's take a look at its copy:

"Reacquaint yourself with Shanghai Auntie and the cheetah in your heart." "Growth is an external change and the emergence of inner strength." "There is a cheetah in everyone's heart. When it wakes up, you will have the most determined strength, the strength of yourself." "Ten years ago, Shanghai Auntie was born. In the past ten years, Shanghai Auntie has grown from immature to mature, from ignorant to confident." "Shanghai Auntie takes the core of Shanghai, reshapes her appearance, accommodates everything, and creates a new life with a cup of all-encompassing tea to create an oriental modern tea life." "Not tamed, restrained, or defined, free, confident, and free, shuttle through the jungle, incarnate as an elegant cheetah, explore the world with Shanghai Auntie, follow the cheetah in your heart, see the world, and be yourself." "Openness and tolerance make the forefront modern. Modernity is vitality, confidence, and leadership. Shanghai's openness and tolerance are also the all-encompassing of this cup of oriental tea. Use the charm of tea to adjust the taste of everything. There is no limit, and it keeps exploring. Without changing the oriental soul, it happily embraces all new creatures."...

Oh, it’s time to tell a story, a brand story. The spiritual core is distilled into “self-confidence” and “elegance and calmness”. If you still haven’t felt the determination of Shanghai Auntie to upgrade, let’s continue reading: