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Good News | The Shendi brand has won the second prize in the provincial competition of Milan Design Week.
Release time:
20 Jun,2025
In May 2025, at Milan Design Week, the list of winners for the Hubei regional competition of the 2025 China University Design Discipline Teachers and Students’ Outstanding Works Exhibition was officially announced. The work “IP Character ‘Ji Xiaoli’ and New Year Gift Box Design,” created in collaboration between Professor Hu Feiyang’s team from Wuchang Institute of Technology and Shendi Group, won the Second Prize.
In May 2025, at Milan Design Week, the list of winners for the Hubei regional competition of the 2025 China University Design Discipline Faculty and Student Outstanding Works Exhibition was officially announced. The work “‘Ji Xiaoli’ IP Character and New Year Gift Box Design,” created in collaboration between Professor Hu Feiyang’s team from Wuchang Institute of Technology and Shendi Group, won the Second Prize.
The “Milan Design Week—Exhibition of Outstanding Works by Teachers and Students from Chinese University Design Programs” is jointly organized by the China Education Association for International Exchange and the China Higher Education Society. Using the competition as a platform, it fosters multi-dimensional collaboration among renowned industry designers, faculty and students from university design programs, and well-known corporate brands, thereby creating an integrated exchange hub that bridges academia and industry. This initiative aims to deepen the integration of teaching and practice in design disciplines and to promote the global advancement of Chinese design.
▲ Chicken Xiaoli IP Character Series Design (1)
The “Ji Xiao Li” IP Character and New Year Gift Box Design was jointly created by Shendi Group and the team led by Professor Hu Feiyang from Wuchang Institute of Technology. Through a strategy of “product innovation and iteration combined with cultural symbol reimagining,” the collaboration aims to rejuvenate and refresh the Shendi brand. At the heart of the “Ji Xiao Li” IP is a lively and spirited little chicken character, embodying the qualities of courage, wisdom, and vitality, thereby conveying the brand’s youthful DNA. The gift box features the theme “Ling Snake Celebrates the New Year,” and includes items such as couplets, weekly calendars, and red envelopes. Dominated by shades of red and gold, it integrates intricate ling snake motifs and auspicious persimmon patterns, delivering a heartfelt New Year blessing of “Great Fortune and Prosperity.” Blending fun and cultural significance, the gift box enhances the IP’s approachability, supports the brand’s festive marketing efforts, and creates a New Year gift that combines both collectible appeal and practical value.
▲ Chicken Xiaoli IP Character Series Design (Part 2)
Faced with rapidly evolving consumer demands and constantly shifting market trends, Shendi has always been focused on the long-term cultivation and development of the industry ecosystem. Not only does it deeply explore the value of a single egg in its industrial layout, achieving high-value, closed-loop utilization across the entire chain—from fresh eggs and egg powder to egg liquid, eggshells, and egg membranes—but it also continuously innovates and iterates on the positioning, brand propositions, and visual identity of its products. In recent years, in the fiercely competitive fresh egg market, Shendi launched the “Shendi Qidan” series of fresh egg products. With packaging featuring super-signs that combine internet-savvy aesthetics with youthful appeal, Shendi has created a distinctive, family-style visual system. On the product content side, these offerings cater to diverse and precise consumer needs, including “safe for raw consumption, antibiotic-free, high in selenium, nutritionally balanced, and extra-large eggs.” Thanks to this differentiated positioning, Shendi has swiftly captured the market and won over a large number of consumers from the younger generation.
▲ Shendi Qi Dan Series Fresh Egg Products
The “Ji Xiaoli” IP character and the New Year gift box series design represent a vivid practical application. Currently, these designs have been incorporated into the brand’s festive gift boxes, everyday office merchandise, and hot-selling product marketing campaigns, and have been widely well-received by Shendi employees and collaborating suppliers. Moving forward, we will further deepen the application of these designs and collaborate with outstanding teams both within and outside the company to create more products, content, and services that truly resonate with Generation Z, making the Shendi brand warmer and more vibrant.
▲ Chicken Xiaoli IP Character Series Design (No. 3)
Moving forward with “newness” and achieving long-term success through “quality.” As a national brand with over 20 years of accumulated development and profound influence, Shendi will continue to remain consumer-centric in its future growth, driving bold innovation across the entire value chain, building strong brand and product capabilities, and consistently meeting consumers’ diverse and personalized needs.
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