Visual Fusion and Re-creation Strategies of IP Images in Food and Beverage Brand Co-branding Design

DOI

10.2991/978-94-6239-737-8_50How to use a DOI?

Keywords

Brand co-branding; IP image design; Visual integration strategy; Visual semiotics

Abstract

Brand collaborations using IP images co-branded with IP images have become a key strategy for modern catering brands to overcome limitations and grow. We consider leading Chinese catering brands HEYTEA, NAIXUE, Luckin Coffee and KFC as examples. Based on multi-case analysis, we identify six strategy for visual integration and re-creation of IP images based on the co-branding practices of these brands, and we develop a typology model based on direct application, element grafting, style interpretation, scene interaction, abstract concepts and anthropomorphic re-creation. We describe the strategy operation in four analytical dimensions: IP loyalty, creative autonomy, brand consistency and visual extensibility.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hui Luo
PY  - 2026
DA  - 2026/08/18
TI  - Visual Fusion and Re-creation Strategies of IP Images in Food and Beverage Brand Co-branding Design
BT  - Proceedings of the 2026 5th International Conference on Art Design and Digital Technology (ADDT 2026)
PB  - Atlantis Press
SP  - 410
EP  - 420
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6239-737-8_50
DO  - 10.2991/978-94-6239-737-8_50
ID  - Luo2026
ER  -