Naisnow

Brand Renewal for a Global Stage

Service
Logo Design
Visual Identity
Packaging

Partner
Ding Fan / Fang Jianping

Team
CD：Ding Fan
D：Ding Fan / Zhou Junjun / Xie Caiyi / Li Mingxi / Deng Jie
MD：Zhao Lin
PM：Dong Bochao

Naisnow is one of the pioneers of China’s new-style tea market. Since its founding in 2015, it quickly gained traction with its “Tea + Soft European Bread” dual-category model, becoming the first new-style tea brand to go public on the Hong Kong Stock Exchange, with stores spanning China and multiple overseas cities. As part of its global strategy, Naisnow is transitioning into a lifestyle‑centric model focused on tea drinks, fresh healthy offerings, and broader experiential products.

With this globalization drive, Naisnow encountered new challenges in brand communication: its Chinese brand name lacked cross-linguistic recognition, and the pinyin “Naixue” didn’t provide a clear pronunciation guide, limiting the brand’s potential abroad. In this collaboration, UDL and Naisnow defined “global symbols and naming” as the core strategy—crafting a universally legible identity system that not only supports cross-language communication but also carries Naisnow’s values of nature, health, and wellness.

We created a unique snowflake for Naisnow—instantly recognizable yet able to blend into any cultural context. The design uses the universal natural imagery of a snowflake as a starting point, breaking away from strict six-fold symmetry in favor of an honest, simple, and distinctive form that is both snowflake and fruit. The logotype has been updated from “奈雪的茶” to “Naisnow 奈雪”, retaining the original serif character while introducing a more modern rhythm. The wedge atop the “i” reinforces visual memory, while the soft curves of “a”, “s”, and “o” create tension with the geometric forms of “N” and “W”, ensuring the brandmark communicates Naisnow’s premium quality—wherever it appears in the world.

In terms of the brand’s color system, we preserved the signature “Naisnow Green”, adjusting its brightness and saturation for more confident clarity, and paired it with snowflake white as the core palette. A new range of supporting colors allows for expansion into bakery, light food, and other scenarios. The basic graphic elements— “dots”, “branches”, and “circles”—are extended into a suite of hand-drawn-inspired patterns, lending warmth and versatility across applications. The logo and symbol can flexibly combine to adapt to packaging, retail spaces, and digital content—bringing the brand to life in every touchpoint.

From freshly crafted tea drinks, to snowflakes, our work with Naisnow envisions a lifestyle centered on wellbeing and delight. We hope this snowflake can settle gently across the world, weaving itself into everyday moments everywhere.

もっと見る+閉じる-

The brand symbol takes inspiration from fruit and snowflakes, combining a sense of lightness and organic form into a distinctive Naisnow snowflake, constructed with geometric dots and lines. In motion, it floats, grows, and spins, and flexibly interacts with the logotype—serving as a unifying brand opening across packaging, retail, and digital touchpoints.

The serif logotype preserves a hand-written feel, while a more refined geometric structure and modern rhythm create a cosmopolitan, contemporary energy. Signature angles and curves serve as key identifiers, giving “Naisnow 奈雪” a unique typographic memory within the crowded beverage category.

Naisnow’s product philosophy centers on freshness, health, and authentic ingredients—delivering a healthy lifestyle through natural raw materials and real flavors. Inspired by this, we created an art photography series themed around fresh fruit. When the snowflake symbol appears alongside the sliced surfaces and textures of fruit, visual language and natural form resonate—making “fresh fruit” itself an artistic expression of the brand.

Core elements of the brand symbol—dots, branches, circles—are expanded into a suite of patterns with a hand-drawn, painterly feel. These are deployed across posters, bakery packaging, and retail environments, making Naisnow’s brand experience more vibrant, warm, and approachable.