Our Culture
jiang xiao bai
Baijiu is one of the quintessence of China’s culture. It has found its way into the philosophy, etiquette, literature, sociality, food and many other fields and is accepted as a special drink for traditional ritual and socializing occasions. As time changes, the traditional baijiu culture in pursuit of high degree of alcohol and table manners has been revolutionize along with its history. The traditional culture needs to advance with the times, and the traditional products should be integrated with the contemporary culture.
Logo Symbol
jiang xiao bai
The eye-catcher of the logo is inspired by the Chinese pop-culture term “XIAOBAI” (小白, xiǎobái). The logo figure represents a rookie, confident but still modest, a life attitude commonly found in Chinese youngsters. The implication is that a person always has the right to chase for meaning in their existence even he/she is a rookie in the complicated society of everyday life
The cartoon figure in the JIANGXIAOBAI logo represents a youthful guy with black framed glasses and checkered scarf, a commonly found figure among the millions of young people in China, and an archetype that conjures up a familiar image. JIANGXIAOBAI considers that baijiu is much more a liquid to get people consoled physically, and it also should be a kind of connection for affection. We keep on strengthening the personalized symbol among the youth people, as a result, it has become a cultural identity with strong personality.
White & Blue
jiang xiao bai
JIANGXIAOBAI’s unique trademark consists of two colors, blue, standing for hopes and dreams, and white, standing for purity, elegance and brilliance. In many applications these colors help to open up a wide and light space, perfectly underlining JIANGXIAOBAI’s brand identity.
