XIAOYA
A new Brand Identity designed by TEMPRA for Xiaoya, supporting the company’s transition toward a more global and structured market presence.
The project simplifies a complex, legacy-driven identity into a clear, contemporary system built around a distinctive typographic logo and a refined visual language.
Client: Xiaoya Group
Year: 2025
Category: Brand Identity
OVERVIEW
Xiaoya (meaning “Little Duck”) is a historic Chinese company with over 40 years of expertise in washing and laundry technologies. From pioneering Asia’s first front-loading washer to becoming a leader across household, commercial, and industrial segments, the company has built a strong reputation for innovation, engineering, and reliability.
As Xiaoya prepares for a new phase of global growth, the need emerged for a unified and future-oriented identity, capable of positioning the brand among the world’s leading laundry solutions providers.
TEMPRA was commissioned to redesign the brand identity from the ground up, aligning its visual language with international standards while preserving the essence of its heritage.
SERVICES
Brand Identity • Visual Strategy • Logo Design • Typography • Color System • Creative Direction
THE DESIGN CHALLENGE
The project required a fundamental transformation of the brand, moving from a locally rooted identity to a globally competitive one.
The key challenges included:
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Transitioning from a bilingual identity (Chinese + English) to a single, universal expression
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Removing the historic symbol of the two ducks while preserving its meaning and legacy
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Creating a modern and distinctive logo capable of competing in global markets
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Ensuring scalability across multiple business units and product categories
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Building a system that supports both B2C and complex B2B environments
The new identity needed to express technological leadership, clarity, and confidence, while remaining accessible and recognizable across cultures.
CONCEPT: EVOLUTION INTO GLOBAL CLARITY
At the core of the project lies the idea of transformation through simplification.
Xiaoya evolves from a symbolic and region-specific identity into a clear, confident, and global brand language:
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Heritage + Modernity
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Engineering + Accessibility
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Precision + Dynamism
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Local roots + Global ambition
The decision to adopt a pure lettermark reflects this shift, from a descriptive identity to a declarative one. The brand no longer needs to explain itself; it asserts its presence.
LOGO
The new identity is centered around a bold typographic logo (wordmark): XIAOYA.
The design abandons the previous symbol and focuses entirely on typography as the primary carrier of meaning. However, elements of the brand’s heritage are subtly embedded within the letterforms.
Key design characteristics:
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Contrast between thick and thin strokes, creating rhythm and movement
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Sharp and rounded corners, balancing precision and softness
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Angled cuts and directional lines, introducing dynamism and a forward-looking character
A hidden narrative is integrated into the structure:
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The two “A” letters reference the two ducks from the original logo
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The geometry suggests motion and transition, evoking progress and transformation
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The overall construction conveys a sense of energy, confidence, and modernity
The result is a distinctive typographic mark that functions as a complete identity system, able to scale across all applications without relying on additional symbols.
VISUAL LANGUAGE: COLOR, TYPOGRAPHY & GRAPHICS
The visual language reinforces Xiaoya’s transition toward a more contemporary and technology-oriented identity.
The primary palette is centered on Xiaoya Blue, refined from a lighter tone into a deeper, more saturated color. This shift enhances energy and aligns the brand with technology and innovation. Black and white complement the system, often used to create a more minimal and refined expression.
A secondary palette expands from the blue toward adjacent tones — cool, blue-based greens and purples/magenta — adding flexibility while maintaining a coherent, technical character.
The graphic language is derived from the logo, translating its lines and angles into patterns and modular elements that extend across applications.
Typography follows the same approach: modern, clean, and neutral, ensuring clarity and consistency in both Latin and Chinese.
BRAND SYSTEM & APPLICATIONS
The new identity is conceived as a flexible and structured system, capable of organizing a complex business ecosystem.
It extends across:
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Different business areas (Laundry, Refrigeration, Solar, Automotive, etc.)
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Product branding (residential, commercial, industrial)
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Digital platforms and websites
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Corporate communication and presentations
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Exhibitions, signage, and physical environments
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Social media and applications
A key strategic element is the use of descriptors to differentiate business segments (e.g. residential, commercial, industrial), ensuring clarity while maintaining a unified master brand.
The result is a coherent architecture where the XIAOYA logo remains the core identifier, reinforcing consistency and recognition across all divisions.
OUTCOME
The new identity marks a decisive step in Xiaoya’s evolution from a historic national brand to a global player.
By simplifying the brand and redefining its visual language, the project reshapes how Xiaoya is perceived — moving from a fragmented, legacy-driven image to a clear, contemporary, and more confident presence.
The brand gains:
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Greater international readability and recognition
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A more contemporary and premium perception
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A scalable system adaptable to diverse markets and products
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A clear and unified brand architecture
Xiaoya now presents itself with clarity and confidence as a modern, innovation-driven company, ready to expand its presence worldwide and strengthen its position in the global laundry industry.
