XIN TIAN

About The Entry

In today's fast-paced, highly saturated consumer market, "XINTIAN" – the pioneering Chinese hotpot dipping sauce brand's new IP image – transcends a mere visual symbol. It represents a strategically driven, culturally enriched, and emotionally resonant innovative practice that carries sentiment, bridges culture, and declares value. This adorable red panda, named "Xiao Tiantian," embodies multiple personas: he is a "Research Artisan" deeply rooted in the Sichuan-Chongqing region, whose image, complete with round glasses, oil-drop makeup, and laboratory apparatus, precisely echoes the brand's core healthy philosophy of "no artificial flavors or colors, low-temperature pressing for purer aroma," as well as the scientific prowess behind its "China's No.1 Sales" claim. He is also a "Sichuanese Lifestyle Aficionado"; his reddish-brown fur perfectly matches the color of sesame oil, and his fondness for Sichuan Opera's face-changing art not only inherits intangible cultural heritage but also cleverly conveys the brand's value of "adhering to tradition while embracing innovation," adding both interest and communicative power. Most importantly, he is a "Healthy Companion" connecting the brand with consumers. His Taurus traits of steadiness, meticulousness, and patience imbue him with warm and approachable charm, while his nickname "Xiao Tiantian" fosters a closer bond with consumers. Centered on this "Healthy Companion" positioning, XINTIAN has built a comprehensive IP ecosystem, including a visual system featuring "sesame brown, sesame oil red, and professional white," over 20 youthful emoji packs, and 3D modeling applications spanning product packaging, store displays, and brand events. This ensures a holistic transition from function to emotion, from product to persona, and from brand to culture. The birth of this IP successfully establishes a differentiated brand memory in a homogenized market, transforms abstract health concepts into tangible and interactive images, and ultimately forges an emotional connection between the brand and its users, making the brand warmer and health more perceptible.