Revitalizing Rural Economy Through Brand Design

Xiaoshanxiang Pig: A Case Study in Cultural Branding

The "Xiaoshanxiang Pig" project is a testament to the power of thoughtful brand design in transforming local economies. Spearheaded by Beijing Jiaotong University, this initiative has taken an everyday agricultural product and turned it into a symbol of cultural pride and economic opportunity for Xiaoyuan Village. The project's success lies in its ability to communicate the village's unique story through a series of visually appealing and strategically designed packaging.

Distinctive in its approach, the design team focused on the village's traditional pig rearing practices, known colloquially as "pigs sleeping on straw beds." This quaint detail served as the cornerstone for a range of illustrations that adorned the product packaging, creating a visual narrative that resonates with consumers. The light colors and humorous styles not only differentiate the products on the shelf but also invite consumers to engage with Xiaoyuan Village's rich cultural tapestry.

Technological innovation played a crucial role in the realization of this brand. The team employed air-conditioned packaging to extend the pork's freshness, a critical factor in consumer satisfaction. The use of 260g white cardboard, screen printing, and silver stamping processes further enhanced the product's tactile and visual appeal, ensuring that the Xiaoshanxiang Pig brand stands out in a competitive market.

With a comprehensive range of promotional materials, including maps, coupons, and posters, the brand design extends beyond mere packaging. It offers a holistic experience that educates and entices the consumer, making the purchase of Xiaoshanxiang Pig products an endorsement of the village's cultural and economic revival. The project's timeframe, from November 2022 to July 2023, with production slated for March 2024, showcases a well-planned and executed strategy.

Research underpinning the project revealed a consumer preference for fresh, natural meat products and identified an opportunity in the market for packaging that employs flat illustration styles. By focusing on these insights, the design team was able to create a brand that not only meets market demands but also stands as a beacon of innovation in rural branding. The design's recognition with a Bronze A' Design Award in 2024 underscores its success in blending art, culture, and commerce.

In conclusion, the Xiaoshanxiang Pig brand is more than a product; it's a narrative of community, culture, and sustainable economic growth. It illustrates how design can be a catalyst for change, breathing new life into rural economies and showcasing the potential of local industries on the global stage. As the products prepare to hit the market, both in physical stores and online, the anticipation is palpable, not just for the taste of the pork, but for the taste of Xiaoyuan Village's vibrant culture.