Qixianyan

Seven-centimetre strands. Freshly stewed bird's nest.

Seven-centimetre strands make Qixianyan’s freshly stewed bird’s nest distinctive at a glance. A clear logo and visual identity make the brand easier to recognise and remember.

Brand highlights

Most Promising Brand
Global Bird’s Nest Jinyan Awards · 2020
Star of Cultural Innovation
Brand Culture Award · Global Bird’s Nest Culture Festival · 2021
Drafting Committee Vice-chair
Group standard for fresh-stewed bird’s nest store operations · 2021

Qixianyan products and cold-chain box on display

Region: Foshan, Guangdong
Industry: Bird's nest nutrition
Scope: Logo / VI updates
Project year: —

AChallenge

With a clear product characteristic in place, the next task was to connect it with the Qixianyan name. The swallow symbol and blue-and-white palette give the brand a consistent identity that shoppers can recognise.

BThinking

Qixianyan makes seven-centimetre strands a memorable product cue. “Qi” refers to seven, “Xian” to freshness and “Yan” to bird’s nest. The name and the line “Seven-centimetre strands, freshly stewed bird’s nest” reinforce each other, making the idea easier to understand and repeat.

CDesign

A circular swallow symbol, blue-and-white palette and bilingual logo create a clear identity. The English mark starts with 7, reinforcing the name and providing a consistent cue for bottles, stores and online presentation.

DApplication

At its brand update and product launch, Qixianyan brought the product characteristic to life through strand demonstrations, measurements and tasting records. The experience gave customers something they could observe and retailers a practical way to explain the product.

Core thinking

Core challenge: Ingredient and process distinctions are difficult for shoppers and retailers to explain quickly.
Core thinking: Make the product characteristic visible through seven-centimetre strands, then reinforce the memory through the name, logo and visual identity.
Brand slogan: Seven-centimetre strands, freshly stewed bird’s nest.
Role of the slogan: Connect the name, product distinction and category value in one memorable line.
Underlying principle: Turn a technical difference into something people can observe and repeat, supported by product and preparation information.