Brand & IP
Design.
Twenty years of design practice — logo systems, brand upgrades, IP visual identities, and packaging for Sichuan-based food and creative brands. Each project below is a real engagement.
Sichuan Baijia
Akuan Food.
A three-month brand upgrade — from logo system to IP character design to packaging — for one of Sichuan’s most recognised instant-noodle brands.
品牌升级 + IP 设计
From March to May 2019, Tan Xiaozheng provided brand upgrade and IP design services for Sichuan Baijia Akuan Food — a complete visual identity refresh spanning logo, mascot, packaging, and channel-facing creatives.
What design work
at this studio covers.
Beyond the Baijia Akuan case, Tan Xiaozheng has delivered the following categories of design over the past decade.
Logo systems, visual identity marks, and trademark-grade glyph design.
Mascot and character creation for consumer brands, IP partners, and licensing.
SKU packaging systems for food, consumer goods, and limited-edition drops.
Distribution-channel facing creatives, in-store materials, and campaign visuals.
Selected
pieces.
A grid of design pieces from the Baijia Akuan brand upgrade — logo applications, IP character variations, packaging drafts, and channel visuals.
The four-phase
brand & IP
design process.
From first conversation to final delivery — the same four-phase process the Baijia Akuan engagement followed, available to new clients.
or IP that needs visual work?
Engagements open quarterly. The Baijia Akuan project ran three months; typical brand upgrade projects run 2–4 months from first call to delivery.
Case study sourced from tanxiaozheng.com/works/design/ — the original WordPress post on the Baijia Akuan engagement (Mar–May 2019). Logo, packaging, and IP character images uploaded with the post.
Service categories, process phases, and CTA copy derived from the OPC Field Guide (L01–L03 brand trilogy) and the One-Person Business framework, both published on tanxiaozheng.com.
— DESIGN · BRAND & IP · CASE STUDY 2019