MIAO XIAO CHA TM
Branding
Year: 2023
We pioneered the core brand value proposition of “fresh tea, self-harvested, healthy and delicious”, defining the new category of “Chongqing-style light tea beverage” through market segmentation, and establishing a vertical supply chain design approach from tea garden source to retail outlets.
The Miao Xiao Cha brand identity centres upon the giant panda as its core imagery, ingeniously merging Chongqing’s regional cultural symbolism with the brand positioning of “Chongqing-style light tea beverage”. The endearing panda cradling a fresh tea leaf visually conveys the brand value proposition of “fresh tea, self-harvested, healthy and delicious”—a promise of freshness from tea garden source to consumer.
The wordmark “Miao Xiao Cha” employs a robust and substantial typeface structure, incorporating decorative bamboo-node elements within the strokes. This echoes the panda’s natural habitat whilst reinforcing the brand’s association with nature and wellness. The solid typographic form complements the panda icon harmoniously, collectively creating an approachable and dependable brand character. The overall visual language achieves equilibrium between regional distinctiveness and contemporary aesthetics, establishing a highly recognisable “Chongqing-style light tea beverage” brand identity.
Copyright by ©LIU CHANG all rights reserved.