Familiar brands are safer, which is the weakness of human nature. Even customers who dare to try new products again are willing to give priority to the brands they have heard.
The WILLcha before the revision is not easily linked to Chinese tea, burying the core features. It is difficult for everyone to describe where it is good, and consumers cannot take the initiative to spread it. Positioning as "Oriental Light Tea Drink", consumers can easily describe the benefits of drinking WILLcha-authentic, refreshing and unburdened. The brand-new image scheme also solves the communication problem. Whether it is the Chinese character "tea" in LOGO or the strong vision of the tea cup, it meets the association between brand and tea, and then imagines that good tea can be drunk in WILLcha places.