Reinterpreting traditional Hunan cuisine with a modern, trendy flair, Chao Xiang Xiang stands as Taiwan’s first innovative Hunanese dining brand. By approaching authentic regional flavors through a youthful lens, the brand emphasizes the twin pillars of “freshly stir-fried” mastery and “bold spiciness.” Its signature offering features fresh beef stir-fried in three distinct cuts, paired perfectly with “Milk Queen” rice—a premium Japanese-varietal gold-medal grain harvested in Miaoli, Taiwan—which adds a fragrant, sweet texture to every unique Hunanese meal.
The brand’s visual identity centers on a custom logotype characterized by thick, fluid brushstrokes that strike a balance between approachable warmth and modern sophistication. By utilizing a symmetrical layout, the design establishes a sense of order while integrating traditional elements inspired by ancient seal carving. This interplay between modern typography and a formal, traditional arrangement creates a striking and unique aesthetic tension. To further deepen the brand image, we introduced an original mascot, “Niu Er Ge” (Brother Cow), rendered in traditional ink-wash painting techniques. The character is brought to life through a series of humorous poses—such as slicing meat, tossing a wok, or sharpening knives—paired with witty brand slogans to communicate the brand’s core spirit.Beyond the logo, we developed fifty exclusive brand characters in the same signature typographic style, covering key concepts that define the brand’s philosophy. By blending these playful mascot illustrations with custom typography, the design creates a brand atmosphere where tradition and modernity collide in a spirited and engaging way.