The Influence of Cultural Integration on Brand Design: A Case Study

of “Cha Yan Yue Se”

Xinjie Yu

1,*

and Bowen Zhang

The School Economics, Shanghai University, Shanghai, 200444, China

Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Macau, 999078, China

Keywords: Brand Design, Chinese Traditional Culture, Cha Yan Yue Se.

Abstract: With the rapid derivation of brand awareness, the focus of competition in the market shifts from products to

brand image, aiming to create brand differentiation through innovative means, so as to gain audience. This

paper takes "Cha Yan Yue Se" as the analysis object, and adopts a mixed research method, including a

questionnaire survey of 75 people, in-depth interviews with 5 respondents and text research method, in order

to investigate consumers' cognition and evaluation of Cha Yan Yue Se, which is a national fashion brand. The

research results show that the combination of the brand and Chinese traditional culture has a positive impact

on products, services and customers’ feelings. More than 50% of the interviewees believe that its strategy of

integrating traditional culture in brand design has significantly improved its image, and consumers' purchase

intention has increased by 25%.These findings provide data suggestions for domestic brand packaging

innovation, showing that the pleasant tea brand design results are inseparable from the integration of

traditional Chinese culture, and consumers have high satisfaction with Cha Yan Yue Se and loyalty to its’

brand design. Finally, the effect of cultural identity on the implementation of the strategy of combining the

brand with Chinese traditional culture was analyzed.

1 INTRODUCTION

In today's consumer market, a wave of Chinese

culture has flourished through social media, the

upgrading of consumption concepts, and policy

support. With the increasing cultural confidence of

the people, the local national tide culture ushered in a

golden period of development. This cultural wave

starts with antique buildings or attractions and

spreads to all kinds of products such as clothing, food

and drinks. As a new brand of Chinese tea, Cha Yan

Yue Se integrates the design concept of traditional

culture and modern life, and has quickly become a

popular indigenous brand. It accurately captures

consumers' love for conventional culture, and

integrates the design concept of ingenious integration

of traditional culture and modern life into all aspects

of the brand.From the antique decoration of the shop,

to the poetic naming of tea drinks, and then to the use

of classical elements of peripheral products, Cha Yan

Yue Se has created a unique brand image. The

different brand design of Cha Yan Yue Se can be

described as successful. Previous literature focused

on its brand building (Huang & Gao, 2019) and

marketing strategy (Wu & Wen 2020), but ignored

the key element of the deep integration of its brand

and culture. In the rising tide of national culture, the

integration of brand and culture is particularly

important, it is not only the key to attract consumers,

but also the core driving force for the sustainable

development of the brand.

This paper will focus on analyzing the impact of

traditional cultural packaging on the weekly re-

purchase rate of Chinese customers aged 18-35 years

from 2022 to 2024. The 18-35 year old consumer

group, growing up in the era of Chinese rapid

economic development and gradually increasing

cultural confidence, has a high degree of acceptance

and identity of national tide culture, and is the main

force of national tide consumption. Through the data

to evaluate the traditional Chinese culture packaging

design in the actual consumption of the application

and effect. The unique cultural symbol of Cha Yan

Yue Se and the innovative design concept of the

brand bring a breakthrough mechanism for the

building of traditional cultural brands in the future. It

is expected to explore a model which can be used for

reference, and help more local brands explore and

Yu, X. and Zhang, B.

The Inﬂuence of Cultural Integration on Brand Design: A Case Study of “Cha Yan Yue Se”.

DOI: 10.5220/0013847000004719

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics (ICEML 2025), pages 455-459

ISBN: 978-989-758-775-7

455

move forward on the road of cultural and commercial

integration.

2 RESEARCH METHODS

2.1 Questionnaire Analysis

The questionnaire was designed according to multiple

dimensions of brand building, namely, brand

cognition, understanding of design, integration of

design and traditional culture, and purchase intention.

The questionnaire adopts the form of combination of

single choice, multiple choice and open question to

avoid leading statements and ensure its effectiveness.

Questionnaires were mainly distributed through

online platforms to investigate consumers' cognition

and evaluation of the brand design of Cha Yan Yue

Se, as well as their views on the combination of

traditional culture and the brand. The research

focuses on 18-35 year old Chinese customers. As the

"main force of national trend consumption", this

group has grown up in the era of cultural confidence

enhancement and consumption upgrading, has a high

sensitivity to traditional cultural symbols, and has

stable consumption power and social communication

willingness. The data collection period was from

March 12 to March 16, 2025, with a total of 75

questionnaires and 68 valid samples.

2.2 Interview Analysis Method

Based on the brand building and design interview of

Cha Yan Yue Se, firstly, the specific age and other

information of the respondents are shown in Table 1.

Table 1 Interviewees’ information table

Interviewees Age Identity

Miss. Wang

Thirty-three

years old

Consumer

Mr. Li

Twenty-nine

years old

Consumer

Miss. Zhu

Twenty-one

years old

Consumer

Miss. Xiao

Twenty-five

years old

shop assistant of

Cha Yan Yue Se

Mr. Zhang

Forty-three

years old

Cultural

Researcher

(University

Chinese

Professor

)

Interviews will be conducted from three perspectives:

consumers, industry practitioners and cultural

researchers to investigate consumers' understanding

of the brand, their views on the use of traditional

culture in packaging design and the evaluation of the

impact of their strategies on cultural communication.

Each of the five interviewees was interviewed for 15

minutes. Therefore, three of the five respondents were

consumers, and the other two were a tea shop

assistant and a university Chinese professor. Thus, the

"national tide" strategy of Cha Yan Yue Se is

discussed from various angles. The age ranges from

18 to 35, which is consistent with the age division of

the research objects, and the gender ratio is

reasonable, making the data more objective. The 15-

minute interview allows questions to be asked

without making the content too long and tiring. The

interview content was extracted from the references

and had been optimized and modified. The records

was made by audio recording, and the recording

content was finally converted into text. In the process,

the interview questions were asked one by one, and

the interviewees were guided to communicate and

answer them and chat about the brand, so that the

interviewees could answer the questions truthfully

with a relaxed attitude.

3 DATA ANALYSIS

In terms of cognition and understanding, as shown in

Figure 1, 95.77% of respondents have heard of Cha

Yan Yue Se, mainly through social media (67.65%)

and offline stores (11.76%). This shows that Cha Yan

Yue Se has a high visibility in the market and its

brand communication strategy is effective.

From the perspective of brand design, as shown in

Figure 2, most consumers think that the brand design

of Cha Yan Yue Se has characteristics, and 54.41%

of them think that it is very distinctive. Beverage

packaging (41.18%) and logo design (26.47%) are the

most popular parts. At the same time, 69.12% of the

respondents can obviously notice the traditional

cultural elements in the brand, indicating that the

brand has achieved success in integrating traditional

culture.

ICEML 2025 - International Conference on E-commerce and Modern Logistics

456

Figure 1: How did you first hear about Cha Yan Yue Se?

Figure 2: How do you think the integration of traditional

Chinese cultural elements into the brand design of Cha Yan

Yue Se has an impact on its brand image?

Yan Yue Se with traditional culture, shown in

Figure 3, it is generally recognized that Cha Yan Yue

Se combines traditional culture with modern

beverage brands. 48.53% think that it greatly

improves the brand image, and 45.59% think that the

use of elements is very appropriate. In addition,

36.76% of respondents found the combination to be

very innovative. The overall attitude of consumers

shows that the integration of brand design and

traditional culture enriches the connotation of market

culture, enhances the aesthetics, and promotes the

inheritance and development of traditional culture.

74.65% of respondents regard this as a positive

impact, indicating that consumers are optimistic

about this trend.

Figure 3: Do you think the use of traditional Chinese

cultural elements in the brand design is appropriate?

From the perspective of consumers, the interview

objects have all heard of Cha Yan Yue Se, and noticed

that the packaging design with traditional culture.

Two of them indicated that the antique packaging

design of tea Yan Yue color became one of the

reasons for their repeated purchase, while the other's

main reason for re-purchase was because the Cha Yan

Yue Se product was healthy and tasty. From the

perspective of industry practitioners, the respondents

believe that it is the pioneer of milk tea combined

culture, and the brand positioning is novel and clear,

forming differentiation among many milk tea brands

and becoming a major selling point. From the

perspective of cultural researchers, respondents

believe that their strategies are conducive to cultural

communication, such as printing poetry on tissues, so

that consumers can pay attention to the poetry culture

when enjoying milk tea, for the purpose of carrying

out cultural communication, and they successfully

establish national brands by employing the

psychology of cultural identity. However, it is still

necessary to pay attention to the crisis of

"fungibility", such as the increase of milk tea brands

using such means to build antique brands, and it is

necessary to increase innovation in order to remain

irreplaceable for a long time. (Peng et al., 2024).

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

Options

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

enhance

brand

image

promotion

effect

little

impact

no impact

Options

0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

Options

The Inﬂuence of Cultural Integration on Brand Design: A Case Study of “Cha Yan Yue Se”

457

4 RESEARCH AND DISCUSSION

4.1 Brand Image

The brand logo is a Chinese style image of a beautiful

woman holding a round fan, and the prototype comes

from The Romance of the West Chamber. The elegant

design style of the store highlights the Chinese charm,

which is different from other beverage stores

(Kuang& Li, 2023). The cup body and paper towels

of the product are printed with ancient paintings or

poems, adding to the cultural connotation of the

brand. These details not only give the product the

attribute of "cultural carrier", but also allow

consumers to unconsciously complete the cognition

and memory of traditional cultural symbols when

holding drinks (Zhang, 2023).

Cha Yan Yue Se from "cultural output" to

"cultural co-creation", regularly collect Chinese style

creation to consumers, printed on the product as a gift.

This mechanism not only reduces the design cost of

the brand, but also allows consumers to feel that "their

own cultural expression is recognized by the brand",

forming a strong emotional connection (Jing, Qing&

Zhao, 2023). Secondly, the name of the product has a

sense of antiquity, which indicates the attributes of

the industry and points out that its products have the

beauty of visual design. At the same time, the name

of the core product has cultural connotations, such as

"Phoenix Inhabits on Osmanthus Fragrans", "A Light

Never Goes Out", which is a cup of cranberry-

flavored beverage, which gives the product a poetic

association. These names break the naming logic of

the "straightforward functionalization" of traditional

drinks, making the product name a trigger for cultural

association. The change of the name of the consumer

to "young master", the appellation of the wealthy

young ladies in ancient times,is to give consumers a

different experience. Borrowing the honoratory title

for distinguished guests in ancient court culture, it

replaces the popular and distant title of "customer" or

"consumer", which has an ancient sense of charm.

This appellation not only strengthens the cultural

tonality of the brand, but also allows consumers to

obtain the psychological satisfaction of "being

valued" in consumption, and becomes a landmark

memory point that is different from other brands

(Sun& Sun, 2024).

Under the scene of multiple consumption of Cha

Yan Yue Se, there is the launch of its peripheral

products.For Z generation "circle" "interest

orientation" consumption characteristics, build the

brand "Cha Yan universe ecological system:" set

"national customs researcher" member level,

development of Han Chinese Clothing shape tea pet

blind box,and a user-generated content platform .

These measures transform consumer behavior into

cultural participation, enabling 18-35 year old

customers to achieve simultaneous accumulation of

social capital and cultural capital while obtaining

product value (Song, 2025)

4.2 Discussion of Brand as a Sign and

Cultural Identity

The brand can be used as a symbol or logo in the

following ways, including naming, logo design,

slogan, spokesperson and packaging. Through these

contents to shape its brand image,Cha Yan Yue Se

determines the brand character and positioning, so as

to create a better brand design, promote the market.

Through packaging design, it casts the beverage

positioning of "Eastern tea is made with Western

methods" and uses cultural identity to quickly open

the market. From the initial concentrated market

strategy to focus on fresh milk tea, and then adopt a

differentiated market strategy to build a Cha Yan

family, divided into five segments including lemon

tea, coffee, but does not change the high quality of its

drinks, combined with the new Chinese positioning,

so it quickly attracted 18-35 years old people

patronage and gain popularity. Under the premise of

maintaining the new Chinese core positioning, the

brand implemented the "culture +" extension

strategy: lemon tea series introduced mask totem of

Nuo opera and coffee product line developed" ink

rhyme latte "and other ink painting techniques. By

establishing the evaluation system of "traditional

element modernity Index", the category expansion is

always carried out within the threshold of cultural

identity. This strategy enables the brand to achieve

200% annual growth while maintaining the consumer

perception of cultural purity (Xie, 2021).

The brand has become a carrier of traditional

culture so that consumers buy not only a product, but

also a cultural identity influenced by emotion. So this

combination will create a wave of buying. The main

reason for the success of the use of cultural identity is

that it activates collective memory through symbolic

archaeology, reconstructs cultural grammar with the

help of modern design, and finally builds a "cultural

translation channel" connecting history and the

present in the consumption scene. This practice not

only reshapes the value dimension of commercial

brands, but also reflects the collective efforts of

contemporary Chinese society to reconstruct cultural

subjectivity through consumer behavior. In the

current fast-paced life, people's attention to

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traditional culture is gradually decreasing, but they

are always in the closed loop of "want to know but

have no time". However, the use of Cha Yan Yue Se

is a contradiction, so that people can be easily

popularized science culture and poetry content in the

relaxed moment of drinking milk tea, and cultural

transmission can be carried out without excessive

waste of time, which is also in line with people's

cultural identity. Therefore, the "national tide" brand

was created, which combined with traditional

Chinese culture and was very in vogue (Pan & Liu,

2023).

5 CONCLUSION

This paper mainly studies the brand design of Cha

Yan Yue Se with traditional Chinese culture. Through

its appellation and packaging design, it has

successfully created brand differentiation, broadened

the market, and become a pioneer of "national tide"

milk tea. It provides a new direction to improve the

cultural connotation of packaging for the creation of

domestic brands. At the same time, the strategy of

cultural identity upgraded milk tea from a beverage to

a cultural carrier and achieved remarkable results.

Therefore, Cha Yan Yue Se establishes a reliable

basis for brand differentiation and upgrading through

the following three elements: The modern translation

degree of traditional elements (such as the use of

ancient poetry on tissues and product names), the

participation and immersion degree of cultural

narrative (such as AR tea scene), and the generational

penetration of value resonance (such as the circle

marketing of peripheral products) so as to make its

positioning clear and continuous innovation. It

creates a unique "national tide" milk tea brand. The

data collected in this paper show that during this

period, the change of Cha Yan Yue Se’s drink and

customer's appellation successfully increased its re-

purchase rate. This kind of data collection and

analysis has filled some gaps in the academic field of

the brand. There are still some limitations: the lack of

diversified scenes and the lack of quantification.

However, due to the limited sample size, a

comprehensive study could not be realized. In the

future, the sample size will be expanded to further

study the impact of cultural creation, store design and

other aspects on the re-purchase rate.

AUTHORS CONTRIBUTION

All the authors contributed equally and their names

were listed in alphabetical order.

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