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Industry Context

SANXUAN Supply Chain, established in 2017 in Chengdu, China, the birthplace of hot pot, has served as a one-stop dish provider for more than 5,000 hot pot brand stores in China and was named "China's top 100 restaurant supply chain companies" by the industry. SANXUA is a Top 10 hot pot brand meal customization service provider.

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Challenge

Hot pot catering brands from Chengdu are widely available on the streets of China in today's quick branding of Chinese catering. They require the assistance of a food supply chain firm like SANXUAN to help them create more delectable, simpler to prepare, and quicker to transport foods in order to quickly seize the market.

SANXUAN expanded quickly in response to new opportunities, but as the company's scale continued to grow, SANXUAN gradually came to the realization that for hot pot brands, while logistics fulfillment capability is important, "food quality" is equally important, and SANXUAN has its own specific advantages in this area. In order to better support the rapid development of restaurant brands, SANXUAN intends to make clients aware of its one-stop service capabilities in food research and development, quality control, manufacturing, logistics, and transportation through a new visual image.

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Strategy

We conducted several interviews with SANXUAN's senior and middle management to understand the company's current industry position, along with the restaurant industry and domestic and international competitors, to gather and organize in-depth information. We came to the conclusion that SANXUAN would use "unlimited quality" as its most distinctive brand feature for visual expression, and we anticipate SANXUAN to be the industry leader to increase the efficacy of the food supply chain.

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Idea

Two "3" rotate to form an infinite symbol in the new brand logo. The Chinese character "" is echoed by the number "3," which can strengthen the connection between the graphic and the Chinese character and make it simpler to recognize. The infinite symbol created by two 3s also conveys SANXUAN's values of unlimited quality and unlimited service. We use the colors red and blue to symbolize the harmony between the ability of food and the supply chain; the blue arrow represents the supply chain, and the red hue represents food that is delivered to consumers through it.

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Results

In December 2022, SANXUAN's new brand identity¡ªwhich embodies both "quality" and "service"¡ªwas formally unveiled. This new image ushers in a new era for the company and inspires the SANXUAN team to work toward a brighter tomorrow while still retaining a strong level of industry distinctiveness.

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