Nanyue Xi Brand IP Zhu Xiaorong

Zhu Xiaorong, the IP image of Nanyue Xi brand, takes Zhu Rong, the Fire God from The Classic of Mountains and Seas, as its cultural prototype. Xiaorong Zhu deeply integrates the regional culture of Mountain Heng in Hengyang, Hunan, with mythological narratives, creating a visual image that embodies both traditional spirit and modern aesthetics. The design team has refined "flame" as the core symbol, reinterpreting Zhu Rong through a childlike design language. This approach moves away from emphasizing majesty and detachment, instead endowing the character with warmth, vitality, and approachability. The iconic flame element of Zhu Rong is mellowed into the fluffy red hair strands of Xiaorong Zhu. This design not only carries forward the symbol of fire but also endows Xiaorong Zhu with a relaxed and joyful emotional appeal. Furthermore, Xiaorong Zhu creates a pleasant atmosphere through its soft and rounded shape, making traditional mythological images more accessible to young people and the general public.
In terms of color, Xiaorong Zhu uses vibrant red as its main hue. This hue not only represents fire but also embodies joy and auspiciousness in Chinese culture, aligning with the brand connotation of Nanyue Xi souvenirs—delivering blessings. Xiaorong Zhu features gold-embellished headpieces and streamers, which symbolize brightness and nobility while enhancing the overall sense of delicacy and ritual. Xiaorong Zhu also incorporates folk symbols of Hengyang and natural elements of Mountain Heng in its details, strengthening regional recognition and establishing a unique cultural mark visually.