In recent years, China's new-style tea industry has shown a booming development, and the new-style tea market has become an arena for a new round of capital competition. In the context of the influx of new brands, how to shape their brand personalization has become critical. From the perspective of brand building, this paper takes the leading tea brands on the market as analysis cases, studies the application of illustration design in new tea packaging and its commercial added value, and discusses the application of illustration in new tea packaging.