Simple & Pure
Not only is “Simple & Pure” the attitude that JIANGXIAOBAI advocates, it also highlights the flavor features of JIANGXIAOBAI products. Following this set of attributes, we make them the very core of our design philosophy–with a minimalist design approach and a cartoon figure as brand herald. JIANGXIAOBAI is becoming a super-symbol with multicultural connotation.
The eye-catcher of the logo is inspired by the Chinese pop-culture term “XIAOBAI” (小白, xiǎobái). The logo figure represents a rookie, confident but still modest, a life attitude commonly found in Chinese youngsters. The implication is that a person always has the right to chase for meaning in their existence even he/she is a rookie in the complicated society of everyday life.
The cartoon figure in the JIANGXIAOBAI logo represents a youthful guy with black framed glasses and checkered scarf, a commonly found figure among the millions of young people in China, and an archetype that conjures up a familiar image. JIANGXIAOBAI considers that baijiu is much more a liquid to get people consoled physically, and it also should be a kind of connection for affection. We keep on strengthening the personalized symbol among the youth people, as a result, it has become a cultural identity with strong personality.
White & Blue
JIANGXIAOBAI’s unique trademark consists of two colors, blue, standing for hopes and dreams, and white, standing for purity, elegance and brilliance. In many applications these colors help to open up a wide and light space, perfectly underlining JIANGXIAOBAI’s brand identity.
For our package design we have been inspired by the aesthetics of minimalism, following simple and clear shapes without the traditional preference for complicated details. JIANGXIAOBAI baijiu inherits the wisdom and craftsmanship of many generations, and not to distract from the superior qualities of the product itself, the packaging tries to highlight rather than mimic the product inside. A rectangular paper sleeve in white & blue features one of the most successful elements of the packaging, printed quotes from customers, and envelopes the similarly rectangular, clear glass bottle that contains the precious liquor. Providing opportunity for play and expression at the same time, we hope that the packaging can help create the relaxed atmosphere recommended for enjoying JIANGXIAOBAI.