This research explores the innovative strategies for visual identity in new-style tea beverage brands from the perspective of reception aesthetics. As the new-style tea market continues to expand and intensify competition, the visual identity of brands has emerged as a pivotal factor in shaping their market presence and fostering consumer loyalty. The study aims to investigate how reception aesthetics can be leveraged in the visual identity construction of these brands and assess the impact of innovative strategies on their development. Reception aesthetics, with its focus on the subjectivity of the receiver, aesthetic experience, emotional resonance, and interaction, provides a theoretical framework for understanding consumer preferences and aesthetic trends. The study analyzes the current status and challenges faced by new-style tea brands in terms of visual identity construction, including issues such as visual element homogenization and consumer aesthetic fatigue. Based on this analysis, the research proposes innovative strategies for visual identity construction, emphasizing the integration of visual elements with brand stories, the creation of differentiated visual identities that reflect brand characteristics and core values, and the establishment of emotional connections and interactive mechanisms with consumers. The study concludes that reception aesthetics plays a crucial role in shaping the visual identity of new-style tea brands and that innovative strategies can significantly impact brand development. The findings offer valuable insights for brands seeking to differentiate themselves in the competitive new-style tea market.