Qixianyan

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

Qixianyan is a freshly stewed bird’s nest brand distinguished by its seven-centimetre strands. It connects ingredient, texture and freshness considerations with preparation details such as processing raw nests, a single soaking stage and slow cooking at low temperatures.

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: product and cold-chain box design

Region: Foshan, Guangdong
Industry: Bird's nest nutrition
Scope: Brand Strategy & Design
Year: —

AChallenge The task

Ingredients, soaking and stewing involve many technical details, but first-time buyers may struggle to distinguish one jar from another. The brand needed a clear, memorable starting point and a retail explanation that shows the product first, then explains ingredients and process.

BThinking The key decision

Qixianyan uses seven-centimetre strands to express a product characteristic. The founding team chose the name: “Qi” refers to seven, “Xian” to freshness and “Yan” to bird's nest. The project developed the existing product direction, connecting the name, message and identity.

CDesign Content & visual work

A circular swallow symbol, blue and white palette and bilingual lockup form the identity. The English mark begins with 7, reinforcing the name. Information first shows the product characteristic, then explains why it occurs, keeping graphics, colours and content aligned.

DApplication Applications & delivery

At the brand update and product launch, attendees used rulers to observe and measure strands and recorded their tasting experience. The message became something to demonstrate, explain and participate in, relating the product's performance under those conditions to retail and event communication.

Strategy explained

Core challenge: Ingredient and process distinctions are difficult for shoppers and retailers to explain quickly.
Strategic focus: Make seven-centimetre strands the recognisable product cue and repeat it through packaging and 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.