CHIAYU GROCERY

Formerly known as Xieyu Store, Xiaojiayu’s main business was the sale of goods in the north and the south. Emphasizing the importance of food as the fuel to power tomorrow’s endeavors, the first generation of owners primarily focused on strict quality control of the ingredients brought to each family’s table. Expanding on this concept, the second generation of owners hoped also to incorporate the concepts of home and wealth into the design, reshaping the brand into Xiaojiayu.

The brand identity is presented in a print-like style, representing the both nostalgic and humane spirit of the goods industry of the north and south. The flagship color is green, which not only symbolizes health, but also serves as an emblem of the green canopies characteristic of old shops in the past.