Xiao — F&B Brand Identity
Client: Xiao
The Challenge
Xiao launched into a crowded bubble tea and Asian-inspired drinks segment where most competitors look identical. The founder needed a brand that felt premium and distinctly theirs — something that would hold up on physical packaging, social media feeds, and in-store signage from day one.
The Approach
The brand direction centered on a clean, modern interpretation of East Asian visual language — stripped of clichés. I built the identity around a tight color palette, a custom logo mark, and a type system that scales across every touchpoint without losing character. Social templates were designed as a content system, not one-off posts.
What I Delivered
- Logo system (primary, secondary, icon variants)
- Full brand guideline (color, typography, usage rules)
- Packaging design — cups, bags, labels
- Social media template system (15 templates)
- Launch banner and poster set
Project Highlights
Brand launched across two locations and social media simultaneously. Consistent visual identity from packaging to feed made the brand look like it had been around for years — not a new startup. Founder returned for a second packaging run within three months of launch.
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