Introduction:Recently, Nayuki Tea initiated an upgrade to its brand visual identity system (VI), changing its Chinese name from 「奈雪の茶」 to 「奈雪的茶」, replacing the Japanese character 「の」 with the standard Chinese word for “of.” Its English logo has also been updated from NAYUKI to the pinyin NAIXUE, along with a redesigned font featuring cleaner lines and a more angular style. This change made its debut at a new store in Nanning, Guangxi, and is expected to gradually roll out across nearly 1,000 directly operated stores nationwide. This article takes an in-depth look at the market strategy behind the rebranding, the risks associated with the Japanese aesthetic label, and how Nayuki is reinforcing its brand positioning through this visual transformation.

Nayuki Tea has recently made a notable change to the signage at its new store in Nanning, Guangxi. The most striking alteration is the replacement of the original Chinese brand name 「奈雪の茶」 with 「奈雪的茶」, removing the Japanese-style 「の」 element. At the same time, the English logo has been changed from the previous 「NAYUKI」 to the pinyin 「NAIXUE」, with the font redesigned to feature simpler lines and a stronger sense of straight edges. This series of adjustments marks the official launch of a comprehensive upgrade to the brand’s visual identity system (VI).

According to an official statement, this change is a significant upgrade to celebrate the brand’s seventh anniversary, and it will be gradually implemented nationwide. The brand was founded in Shenzhen in 2015 and successfully listed on the Hong Kong Stock Exchange in 2021, making it one of the most representative new retail brands in the tea beverage industry. This VI update is also seen as an important transformation of its brand image, symbolizing the brand’s entry into a more mature stage of development.

In fact, the adjustment to the brand name and logo was not a sudden decision. Starting from June this year, its parent company, Shenzhen Pindao Catering Management Co., Ltd., had applied for multiple trademarks related to 「NAIXUE」, covering categories such as convenience foods and beer beverages. These trademarks are currently under substantive examination. Meanwhile, the process of updating logos across nearly 1,000 directly operated stores nationwide has quietly begun. Although the official accounts on social platforms such as Weibo, Douyin, and Dianping still use the old logo as their profile pictures, physical store updates have already started to take place gradually.

In real photos taken at a newly opened store in Nanning, Guangxi (), it can be clearly seen that the design style of the new signboard is noticeably different, with the removal of the previously Japanese-style 「の」 character, making the overall visual appeal closer to the aesthetic and cultural identity of the domestic Chinese market. Furthermore, the English logo has been changed from 「NAYUKI」 to 「NAIXUE」, which is more phonetically consistent with the brand’s original Chinese name 「奈雪」 and also makes it easier for consumers to associate the name verbally.

Regarding this brand upgrade, a relevant spokesperson from Nayuki Tea explained that it is an important upgrade action for the brand on the occasion of its seventh anniversary and will be gradually implemented across all stores nationwide. The brand’s official Xiaohongshu customer service further clarified that this iteration of the VI upgrade is part of the brand’s long-term strategy, and it will continue to uphold its original vision, consistently providing customers with high-quality products and services.

Founded in 2015 with its headquarters in Shenzhen, Guangdong, Nayuki Tea is a subsidiary of Shenzhen Pindao Catering Management Co., Ltd. The brand is well known for its dual-category business model of 「tea beverages paired with soft European-style bread」, targeting primarily urban young women aged 20 to 35. The brand has consistently adhered to high standards of product management, such as changing tea bases every four hours and ensuring soft European bread is never sold the next day—quality control measures that earned it recognition as one of 「China’s Top Ten Tea Beverage Brands」 as early as 2019.

On June 30, 2021, Nayuki Tea successfully listed on the Hong Kong Stock Exchange, becoming the first publicly traded company in the new tea beverage sector. As of September 30, 2022, the brand operated 973 directly operated stores, including 819 Category 1 tea beverage stores and 154 Category 2 tea beverage stores—all operating under a directly operated model without franchising. While this business model is relatively conservative, it ensures consistent quality control and brand identity.

The brand name 「Nayuki’s Tea」 originates from the founder Peng Xin’s personal online alias 「Nayuki」. It is worth noting that in the early stages of the brand’s establishment, Japanese and Korean cultures had a profound influence on the Chinese consumer market. Many brands sought to cater to the consumption trends of the time by adopting Japanese or Korean-style packaging, and even created the illusion of being 「foreign brands」 through their registered location or naming. However, as the market has matured and consumer awareness has increased, the Japanese label may instead pose potential risks to the brand—especially in the current context of the rise of the ‘guochao’ (national trend) movement, where moving away from Japanese-style branding has become the choice of an increasing number of brands.

For Nayuki, although the brand itself did not actively create a Japanese-style image, the 「の」 in 「Nayuki’s Tea」 could still easily lead some consumers to associate it with Japanese brands. Therefore, this renaming is not just a visual update but also a strategic adjustment for the brand, aiming to strengthen its recognition and market positioning as a domestic Chinese brand. In fact, the brand had already begun laying the groundwork for related trademark applications as early as June this year, indicating that this VI upgrade had long been in the planning stages.

Currently, Nayuki Tea is still in the early stages of its brand upgrade. Some official accounts on online platforms have not yet replaced their logos, but the physical store signage updates have been carried out progressively. By removing the Japanese-style elements from the brand name, this move may further strengthen the protection of the brand’s intellectual property and market image, laying a more solid foundation for future expansion and international layout.

Overall, Nayuki Tea’s latest VI upgrade represents not only a renewal of its visual identity but also a strategic transformation as it evolves from a startup to a mature brand. While continuously enriching its product lines, the brand is also committed to promoting the standardization, automation, and digitalization of the industry. Even in the face of challenges in the overall consumer environment, it continues to steadily expand its store network, and is expected to soon reach the milestone of its 1,000th directly operated store.

The above content is compiled by CoffeeHunters, a coffee news website.