XIAO QIAN ZI RAN BRANDING
ROLE
Art Director · Graphic Designer · Illustrator
SERVICES
Art Direction · Graphic Design
TOOLKIT
Illustrator · Photoshop
CREDIT
Art Direction: Junjie Pan · Ruoxi Xu
Graphic Designer: Chaoran XU · Tianhui Ye · Zimu Zhang · Junjie Pan
Illustration: Junjie Pan
Photography: Ruoxi Xu
YEAR
2023Xiao Qian Zi Ran (小千自然) is an edible Lily bulbs brand, conveying the concept of a healthy and refined dietary lifestyle. In order to accurately reflect the brand's visual image, we utilize the style of traditional Chinese meticulous painting, incorporating elements of lilies to create an elegant and fresh visual style. This aligns with the concept conveyed by the brand, creating a decent visual packaging image for customers and audiences alike.
Brand IntroductionLanzhou Lily, also known as Lanzhou Lily Bulb, is a type of lily that is mainly produced in Lanzhou, the capital city of Gansu Province in China. It is a famous local specialty and has been used in Chinese traditional medicine for centuries. The lily bulbs are usually white or light yellow, with a crisp texture and a sweet, refreshing taste. They are rich in nutrients and are believed to have various health benefits, such as nourishing the lungs and soothing coughs. Lanzhou Lily is often used in cooking, such as in soups, stews, and desserts, and is also a popular gift item for friends and family.
Stratety
Position Lanzhou Lily as a modern heritage brand that bridges traditional Chinese medicine with contemporary wellness lifestyles. Our challenge was to create a visual system that honors the lily's 400-year medicinal history while appealing to today's health-conscious consumers. The core concept "Ancient Purity, Modern Nourishment" demanded a delicate balance - maintaining cultural authenticity through classical ink art and calligraphy, while employing clean, minimalist design for global accessibility. The strategy focused on three pillars: heritage (showcasing Gansu province's farming traditions), purity (highlighting the lily's natural benefits), and modern application (positioning it as both functional food and elegant gift).
DesignThe visual identity centers around three key elements: delicate hand-painted lily illustrations that capture the organic beauty of fresh bulbs, a custom calligraphy logo with intentionally rounded strokes mirroring the ingredient's soft texture, and carefully selected Song dynasty-inspired typography modernized for better legibility. The color palette remains intentionally minimal - authentic whites and yellows of the lily itself balanced with deep ink black. Every component works harmoniously to create immediate recognition while allowing flexibility across applications from product packaging to marketing materials.