Opinion BY Armin

SeedSeed for QiaQia

Established in 2001 and located in the Hefei Economic and Technological Development Zone in China, QiaQia produces what looks like delicious snacks of roasted sunflower, pumpkin, and watermelon seeds as well as pistachios, almonds, cashews, pecans and peanuts. With a broader consumer base around the world QiaQia has introduced a new identity designed by Alan Chan Design, one of the most well-known identity design firms in China.

New logo shape on the one hand to describe the shape of hand eating snack food, relaxed state; also think of the sun as a dynamic and healthy mascot; there to taste the food on behalf of the taste your mouth to enjoy and share the joy of dining atmosphere Pass “the taste of happiness.”
— QiaQia English page

All images from Jylogo.

English logo, above.

To be perfectly honest there are a couple of things that I’m not entirely clear about but I will speculate or assume certain things and hopefully some of our Chinese readers will correct me for anything stupid. Although spelled QiaQia I believe it’s pronounced ChaCha — but under the main logo they have it as ChaCheer. The logo, as described on the QiaQia English page, is called Contact Contact — yeah, I have no idea why. Yet despite all of the losses in translation, this is a great redesign.

I really enjoy that the icon looks like a hand delicately grabbing one of QiaQia’s snacks between index finger and thumb but at the same time it is quite brash, bold, and full of attitude. It also looks like a very abstract character, like a one-eyed angry rooster but because it’s so chubby and rounded his crow is louder than his bite. The typography in both English and Chinese has a very nice, friendly aesthetic to it that matches the icon very well. I would love to see some packaging (and understand this more) but even so the evolution here speaks for itself.

Thanks to ?? for the tip.

Many thanks to our ADV @ UnderConsideration Partners