XUAN MA

Branding & Packaging


Once again, Wuxing was entrusted by Xuanma with the job of updating their visual image to address related difficulties and confusion they met recently. This time, Xuanma decided to change its identity and voice its sincerity to loyal customers as the representative of the Chinese bakery. 

To fulfill its vision of becoming a bakery brand with full-category offerings, Xuanma cannot address its problems by relying on single products. With respect to the communication of brand concepts, premium quality is reflected not only by the taste of its egg-yolk puff but more importantly, the brand promises to stand out from a highly homogenized market by establishing a distinct brand memory and sensory symbol that help maximize visual impression and become a potential force driving consumers to make buying decisions.

Starting from a small egg-yolk puff, Xuanma starts to reexamine itself on its 7th anniversary and re-engages itself in the conversation with friends that it serves for years with sincerity of a bakery brand. With more stories worth telling, Xuanma hopes to become an old friend of consumers who instantly remember it whenever they need a snack and kind greetings.


悟形再次受邀为轩妈进行品牌视觉升级工作,解决品牌视觉当前所遇到的难点与困惑。这一次,轩妈决定改变身份,以中国烘焙之名,与忠实用户达意。

轩妈计划成为全品类烘焙品牌,不能仅靠单一产品印象来解决问题,在品牌理念中,高品质不仅表现在蛋黄酥的味道上,通过形成鲜明的品牌记忆点和感官符号,可以在当下同质化流行的环境中脱颖而出,最大化视觉印记,成为驱动消费者做出购买决策的潜在动力。

从一颗小小的蛋黄酥为始,轩妈于7周岁之际再次审视自身,以烘焙人的真诚,与陪伴多年的用户朋友再次对话,品牌值得讲述的故事还有很多,但轩妈更希望成为消费者身边的老朋友,当需要简单果腹和亲切问候时,都能想到坚守且有爱的轩妈。