Xiaohu Duck logo design, VI design and official account planning and construction
Background
The Xiaohu Duck brand visual system project was undertaken by Shinerway Branding (Shenzhen), covering logo design, VI design, flagship-store basic materials design and online platform setup. Xiaohu Duck is an original trademark brand of duck-based braised casual snacks targeting young consumers, needing a distinctive identity in a highly competitive snack market.
The braised snack market is crowded and homogeneous; a new brand must be remembered quickly on shelves and online, requiring a visual system that combines cultural recognition with youthful appeal—exactly why the client turned to Shinerway.
Pain Points
As an original trademark brand, Xiaohu Duck started from zero with no visual assets: the logo, visual guidelines, store materials and online platform all had to be built from scratch while keeping a unified visual tone across touchpoints.
The brand also needed to convey the inclusive, harmonious heritage of Jingchu culture while appealing to young consumers' aesthetics. Balancing cultural depth with a fashionable, shareable identity was the core design challenge.
Solution
Through effective communication with the client, the Shinerway design team defined the logo's creative direction around two main elements:
1. Cartoon duck figure: a vivid, fluid cartoon duck as the visual centerpiece directly conveys the duck-snack product attribute and shortens the psychological distance with young consumers;
2. Running-script brush calligraphy: the brand name rendered in running-script brush type reflects the inclusive, harmonious cultural heritage rooted in Jingchu culture, infusing the brand with cultural depth and originality.
Building on the logo, Shinerway extended a complete VI system and delivered flagship-store basic materials plus the WeChat official account planning and setup, ensuring a unified image across online and offline touchpoints.
Deliverables
Deliverables included the Xiaohu Duck logo, the VI visual identity system, flagship-store basic materials design, and the planning and construction of the online WeChat official account platform—covering core touchpoints from identity to retail and from offline to online.
Value
The vivid, fluid identity shaped a distinctive brand personality and unique product character for the original "Xiaohu Duck" trademark, forming complete visual assets from naming and logo to terminal materials and laying the foundation for market expansion.
This project is a Shinerway Branding (Shenzhen) full-case visual practice in the casual food industry, covering the full chain of logo, VI, store materials and online platform construction, offering one-stop visual system services for original food and beverage brands.