Xiang Piao Piao
How can an icon bridge tradition and trend in China’s tea market?
Since 2005, Xiang Piao Piao has been China’s original powdered milk tea brand, bringing the comfort and fragrance of this national favorite into the home. Today, it faces tough competition from high street tea stores like Chagee, HeyTea, and Starbucks, which appeal to younger cohorts with innovative experiences, flavours, and ingredients. To meet the challenge, Xiang Piao Piao reinvented instant milk tea for home consumption. Made with fine teas, flower essences, and real UHT milk, the new series elevates the brand into a fresher, more natural, and premium space while retaining home-based convenience.
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The butterfly mascot, once a fleeting feature in the brand’s identity, has been revived by Pearlfisher. Inspired by the Golden Kaiser-i-Hind butterfly – a rare and cherished symbol of grace and balance in Chinese culture – the new butterfly design embodies harmony, elegance, and sophistication.
The reimagined icon connects the brand’s heritage with its refreshed premium positioning, representing both cultural depth and modern aspirations. By bringing this forgotten asset back to life, the butterfly now serves as a proud and evocative emblem of Xiang Piao Piao’s transformation.
The butterfly introduces a world of harmonious fragrance and beauty, reflected in bespoke illustrations of each tea’s natural ingredients. Using a modern take on Chinese Xieyi paintings, the designs balance softness and vibrance. Background colours – orchid blue, rose pink, and jasmine green – elevate the experience while aiding shelf presence and recognition.
The butterfly introduces a world of harmonious fragrance and beauty, reflected in bespoke illustrations of each tea’s natural ingredients. Using a modern take on Chinese Xieyi paintings, the designs balance softness and vibrance. Background colours – orchid blue, rose pink, and jasmine green – elevate the experience while aiding shelf presence and recognition.
Pearlfisher’s global team accurately understood our brand challenges and supported XiangPiaoPiao as we embarked on a new chapter of premiumization and brand elevation. Their unique work approach, strategic thinking and world-class creativity have inspired our internal team. The delivered outcome has far exceeded our expectations. The key brand asset – the golden bird-wing butterfly – smartly conveys our brand DNA. It resonates with the consuming scenarios in line with the new positioning and has inspired our identity presence through pop-ups and the brand world.
We’d like to thank Pearlfisher, we’re so pleased that we have chosen the right partner.
Elsa Jiang – General Manager of Brand Innovation Centre
