"HAOXIANGNI" Oriental Gift
Winner
Excellent Communications Design
Brand Identity
Details
“HAOXIANGNI”, China’s first publicly listed red date company, originates from the city of Xinzheng, the cradle of red dates. Hao Xiang Ni means “missing you deeply” in Chinese, it embodies the brand’s mission to share the Eastern culture of affection. Throughout China's 5,000-year history, the red string has always been a token of affection, symbolizing thoughts, fate, and commitment—an invisible bond and a visible ribbon that conveys respect and love. “HAOXIANGNI” embraces this timeless metaphor: like the red string, it connects people, weaving together true feelings and the beautiful moments of life.
The Jury‘s Statement
The subtle transformation of the red thread into a consistent, expressive design concept gives »HAOXIANGNI« a strong, identity-building presence. Precise symbolism, harmonious formal language, and aesthetic complexity unite tradition and modernity in an impressive way. The clearly structured brand identity powerfully and sustainably conveys emotional connection and cultural values. An outstanding, gold-worthy achievement in the field of contemporary brand communication.
