Brand history
500 stores nationwide
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In 2015, the first Hey Sugar settled in Fenghua, Ningbo, Zhejiang.
500 stores nationwide
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In 2015, the first Hey Sugar settled in Fenghua, Ningbo, Zhejiang.
In 2016, the franchise chain business department was established, the product research center and the standardization training center were established, and Ningbo was the core to radiate to the whole country.
In 2017, the number of stores nationwide exceeded 300.
In 2018, the number of stores nationwide exceeded 500.
In 2019, the Overseas Marketing Department was established and successfully entered the Canadian, British, Australian, and Cambodian markets.
In 2020, brands will sink and develop in towns and villages, making consumers visible everywhere.
品牌背景
全国门店500家
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2015年，嘿糖首家落户在浙江宁波奉化。
全国门店500家
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2015年，嘿糖首家落户在浙江宁波奉化。
2016年，成立加盟连锁事业部，成立品研中心和标准化培训中心，以宁波为核心向全国进行辐射。
2017年，全国门店数量突破300家。
2018年，全国门店数量突破500家。
2019年，成立海外市场部，成功进入加拿大、英国、澳大利亚、柬埔寨市场。
2020年，品牌往乡镇下沉发展，让消费者随处可见。
New starting point
Start again
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In 2021, the brand will quickly enter the A-type landmark plaza. The first 4.0 upgraded flagship store will be located in Yinzhou Wanda, and a new 10,000-square-meter headquarters office building will be built.
Start again
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In 2021, the brand will quickly enter the A-type landmark plaza. The first 4.0 upgraded flagship store will be located in Yinzhou Wanda, and a new 10,000-square-meter headquarters office building will be built.
In 2022, it will become the leading brand in Ningbo tea industry.
In 2023, the number of stores nationwide will exceed 2,000, and four branches will be established in Zhejiang, Jiangsu, Anhui, and Henan.
In 2024, the number of stores nationwide will exceed 4,000, and it is planned to go public.
New starting point
新起点 再出发
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2021年，品牌快速进军A类地标广场，首家4.0升级版旗舰店落于鄞州万达，新建10000平方总部办公大楼。
新起点 再出发
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2021年，品牌快速进军A类地标广场，首家4.0升级版旗舰店落于鄞州万达，新建10000平方总部办公大楼。
2022年，成为宁波茶饮界头部品牌。
2023年，全国门店突破2000家，并成立浙江区域、江苏区域、安徽区域、河南区域四大分仓。
2024年，全国门店突破4000家，计划上市。
Hey Sugar, a brand that everyone is familiar with
But also unfamiliar with
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Hey Sugar, a milk tea brand that everyone is both familiar and unfamiliar with. It developed rapidly in the initial stage of the brand. It quickly entered the consumer’s field of vision and expanded to 500 stores across the country. However, due to some reasons within the brand, the current development is slow, then fading out of the public’s vision, meanwhile the image and temperament are difficult to compete with the first-line brands such as Hey Tea, Gu Ming, Cha Bai Dao and other brands, it is with this problem that Hey Sugar found the ABD Design to carry out this brand upgrade.
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Hey Sugar, a milk tea brand that everyone is both familiar and unfamiliar with. It developed rapidly in the initial stage of the brand. It quickly entered the consumer’s field of vision and expanded to 500 stores across the country. However, due to some reasons within the brand, the current development is slow, then fading out of the public’s vision, meanwhile the image and temperament are difficult to compete with the first-line brands such as Hey Tea, Gu Ming, Cha Bai Dao and other brands, it is with this problem that Hey Sugar found the ABD Design to carry out this brand upgrade.
嘿糖，大家既熟悉
而又陌生的一个品牌
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嘿糖，大家既熟悉而又陌生的一个奶茶品牌，在品牌初创期发展迅猛，快速进入消费者视野，扩充至全国500家门店，但由于品牌内部的一些原因，导致目前的发展缓慢，慢慢淡出了大众的视野，且形象与气质较难与一线品牌喜茶、古茗、茶百道等品牌互相抗衡，正是带着这样的问题，嘿糖找到了ABD团队进行本次的品牌全案升级。
而又陌生的一个品牌
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嘿糖，大家既熟悉而又陌生的一个奶茶品牌，在品牌初创期发展迅猛，快速进入消费者视野，扩充至全国500家门店，但由于品牌内部的一些原因，导致目前的发展缓慢，慢慢淡出了大众的视野，且形象与气质较难与一线品牌喜茶、古茗、茶百道等品牌互相抗衡，正是带着这样的问题，嘿糖找到了ABD团队进行本次的品牌全案升级。
Milk tea market
Research and analysis
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· According to the data analysis of Meituan Dianping in 2019, it can be clearly obtained from the population base (1.4 billion), consumer groups (15-45 years old), consumption (14.3 cups per year) and price level (15.2 yuan): The milk tea market has The market capacity is nearly 100 billion, and it is still growing.
Research and analysis
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· According to the data analysis of Meituan Dianping in 2019, it can be clearly obtained from the population base (1.4 billion), consumer groups (15-45 years old), consumption (14.3 cups per year) and price level (15.2 yuan): The milk tea market has The market capacity is nearly 100 billion, and it is still growing.
· However, due to the low threshold, low risk, and high profit of the milk tea industry, the industry boom based on these characteristics cannot control volume growth and quality assurance. A series of homogenized milk tea brands are difficult to distinguish. The future milk tea market will inevitably accelerate the elimination of low-level homogenized brands, driven by internal and external dual cores.
· To sum up the milk tea industry in one sentence, it is not easy to live, not only to be popular, but also to be long-lasting. What we want to shape must have long-term vitality. The target group is the general public, not the niche internet celebrities.
奶茶市场
调研与分析
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· 据2019年度美团点评数据分析，从人口基数（14亿）、消费群体（15-45岁）、消费数量（年均14.3杯）和价格水平（15.2元）可以很明确的得到：奶茶市场有近千亿的市场容量，并还在持续增长。
调研与分析
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· 据2019年度美团点评数据分析，从人口基数（14亿）、消费群体（15-45岁）、消费数量（年均14.3杯）和价格水平（15.2元）可以很明确的得到：奶茶市场有近千亿的市场容量，并还在持续增长。
· 但由于奶茶行业的门槛低、风险小、利润也高，基于这些特点涌现的行业热潮，无法控制量增长与质保证，一系列同质化十足的奶茶品牌难分胜负。未来的奶茶市场在内外双核心的驱动下，必然加速淘汰低层次同质化品牌。
· 一句话来总结奶茶行业，易火不易活，不止要火爆 · 更要长久，我们要塑造的一定是具有长久生命力的，目标群体是大众，而不是小众网红。
The most familiar emotion
UNHAPPY. DRINK SUGAR!
Drink Hey Sugar. You will be happy!
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Through research, we found that the mid-tier echelon where Hey Sugar is located has the most intense competition. But the phenomenon of brand clustering in the middle echelon also represents the widest audience. We hope that Hey Sugar can avoid falling into the competition of homogeneity, it has to be different. How is it different? We strengthen the core competitiveness of Hey Sugar through two major levels (product level and emotional level).
UNHAPPY. DRINK SUGAR!
Drink Hey Sugar. You will be happy!
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Through research, we found that the mid-tier echelon where Hey Sugar is located has the most intense competition. But the phenomenon of brand clustering in the middle echelon also represents the widest audience. We hope that Hey Sugar can avoid falling into the competition of homogeneity, it has to be different. How is it different? We strengthen the core competitiveness of Hey Sugar through two major levels (product level and emotional level).
Product level: focus on subdivided areas, comprehensive development of all categories, focus on handmade brown sugar pearl milk tea, to convey the visual impression of health and safety.
Emotional level: If you are not happy, drink Hey Sugar, tap the moment of consumer experience, and the essential appeal of drinking milk tea. Are you unhappy today? Have a cup of Hey Sugar! If you are not happy, drink Hey Sugar, drink it and be happy! Unhappiness is the core concept guide, and it has the extension of marketing!
最熟知的情感
不开心.就喝嘿糖！
喝嘿糖. 就会开心！
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通过调研，我们发现嘿糖位于的中端梯队，竞争最为激烈。但中间梯队出现品牌扎堆的现象，也代表着受众面最广。我们希望嘿糖避免落入同质化的竞争，就必须做到不同。如何不同？我们通过两大层面（产品层、情感层）来强化嘿糖的核心竞争力。
不开心.就喝嘿糖！
喝嘿糖. 就会开心！
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通过调研，我们发现嘿糖位于的中端梯队，竞争最为激烈。但中间梯队出现品牌扎堆的现象，也代表着受众面最广。我们希望嘿糖避免落入同质化的竞争，就必须做到不同。如何不同？我们通过两大层面（产品层、情感层）来强化嘿糖的核心竞争力。
产品层：聚焦细分领域，综合全品类发展，聚焦手工黑糖珍珠奶茶，传达健康、安全的视觉印象。
情感层：不开心就喝嘿糖，挖掘消费者的体验瞬间，与喝奶茶的本质诉求，今天不开心？来杯嘿糖吧！不开心就喝嘿糖，喝嘿糖就会开心！不开心作为核心的概念引导，更具有营销的延伸性！
Shaping the brand character of Hey Sugar
Fun and playful happy expression culture
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The design of the brand symbol must cover the core value of the brand. We have created the super IP of Hey Sugar: Hey! Prototype: brown sugar pearls, personification of pearls. Features: grafted expression culture, smiling faces.Unhappy, drink sugar! Drink Hey Sugar and be happy!
Fun and playful happy expression culture
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The design of the brand symbol must cover the core value of the brand. We have created the super IP of Hey Sugar: Hey! Prototype: brown sugar pearls, personification of pearls. Features: grafted expression culture, smiling faces.Unhappy, drink sugar! Drink Hey Sugar and be happy!
塑造嘿糖的品牌性格
有趣、好玩的开心表情文化
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品牌符号的设计必须具备涵盖品牌核心价值，我们塑造了嘿糖的超级IP：小嘿！原型：黑糖珍珠、把珍珠拟人化；特点：嫁接表情文化、笑脸；不开心喝嘿糖！喝嘿糖就开心！
有趣、好玩的开心表情文化
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品牌符号的设计必须具备涵盖品牌核心价值，我们塑造了嘿糖的超级IP：小嘿！原型：黑糖珍珠、把珍珠拟人化；特点：嫁接表情文化、笑脸；不开心喝嘿糖！喝嘿糖就开心！
Font, symbol, IP integration
Unify the visual language of the brand
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Brand super IP must also have symbolic expressions, so as to display the core assets of the brand in multiple dimensions. From symbols, IP, and fonts, we want to express two things: product prototypes and emotional appeals.
Unify the visual language of the brand
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Brand super IP must also have symbolic expressions, so as to display the core assets of the brand in multiple dimensions. From symbols, IP, and fonts, we want to express two things: product prototypes and emotional appeals.
字体、符号、IP一体化
统一品牌的视觉语言
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品牌超级IP也要具备符号化表达，从而多维度展示品牌核心资产。从符号、IP、字体我们想要表达的是两件事情：产品原型与情感诉求。
统一品牌的视觉语言
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品牌超级IP也要具备符号化表达，从而多维度展示品牌核心资产。从符号、IP、字体我们想要表达的是两件事情：产品原型与情感诉求。
Strategic design landing
The effect is hot!
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The Hey Sugar team highly agrees with the design output and strategy of ABD Design, and responds quickly to the implementation. Ningbo Yinzhou Wanda version 4.0 store is born! The flow of people was hot that day! On the day of sales of 30,000, turnover increased by 150%. Detonated Douyin, Xiaohongshu, and many well-known bloggers punched in and took photos.
The effect is hot!
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The Hey Sugar team highly agrees with the design output and strategy of ABD Design, and responds quickly to the implementation. Ningbo Yinzhou Wanda version 4.0 store is born! The flow of people was hot that day! On the day of sales of 30,000, turnover increased by 150%. Detonated Douyin, Xiaohongshu, and many well-known bloggers punched in and took photos.
策略设计落地
效果火爆！
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嘿糖团队高度认同ABD的设计输出与策略，并快速响应执行，宁波鄞州万达4.0版门店诞生！当日人流量火爆！当日销售额3万，营业额增长150%。引爆抖音、小红书，多位知名博主打卡拍照。
效果火爆！
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嘿糖团队高度认同ABD的设计输出与策略，并快速响应执行，宁波鄞州万达4.0版门店诞生！当日人流量火爆！当日销售额3万，营业额增长150%。引爆抖音、小红书，多位知名博主打卡拍照。
