Rooted in the intangible cultural heritage of traditional rice cracker craftsmanship, Baijimao has upheld its 30 years of dedication, committed to creating natural, premium, and healthy snacks. Thanks to its profound brand history and exceptional product quality, it was honored with the title of “Xi’an Time-honored Brand” in 2026. Centered on the core philosophy of “Heritage · Innovation · Coexistence · Joy Sharing”, Baijimao Gelato aims to become the beloved local ice cream that bridges generations of Xi’an residents.
As a time-honored local snack brand in Xi’an, Baijimao has stood the test of time since its founding in 1995. With over three decades of heritage, it has evolved into a cultural icon embodying the city’s taste memories.As its brand influence continues to grow, Baijimao is in need of a more approachable and recognizable 3D IP character to further connect with young consumers and embark on a new journey of brand outreach and rejuvenation.Against this backdrop, Liuke Design has created the Xiao Ji series of 3D figurines based on Baijimao’s iconic cartoon image, elevating the brand philosophy of “Sharing Deliciousness, Spreading Joy” from two-dimensional visuals to three-dimensional figures, and moving from store shelves into daily life.
The 3D Xiao Ji figurine of Xi’an’s 30-year time-honored brand Baijimao marks a significant milestone in transforming the IP from flat graphics to tangible figures, and from product packaging to emotional companionship.With its adorable image, warm and bright color palette, and exquisite detailing, it encapsulates the brand philosophy and regional culture in a compact form.In the future, Xiao Ji will be more than just a brand ambassador for Baijimao; it will serve as an emotional link that carries the city’s memories and enters thousands of households, accompanying consumers with a lovely cat figure at every moment of “Sharing Deliciousness, Spreading Joy”.
Baiji Cat BJM Ice Cream Truck – Mobile Cyber Trend Station
PROJECT INTRODUCTION
This is the new mobile ice cream kiosk concept created by Liu Ke Design Studio for Xi’an time-honored brand Baijimao. With the striking contrast of “Old City Memories × Cyberpunk Playfulness”, the design injects unprecedented youthful energy into this 30-year-old beloved local brand.When the childhood snack etched in every Xi’an local’s memory meets a mobile neon-lit ice cream station: we redefine the benchmark for fast-moving consumer experiences in the old city through cyberpunk aesthetics.“Baijimao is more than just rice crackers — it’s the fusion of old and new sparks of joy in Xi’an summers.” This time, we chose a direction no one expected.Disruptive reinvention: reimagining the ice cream retail experience with a “mobile cyberpunk station”.What does a traditional old-brand cold drink shop look like? Vintage storefronts, old-style refrigerators, handwritten price lists, and brown paper bags for takeaway. But with this mobile ice cream station for Baijimao, we’ve completely deconstructed and rebuilt every cliché.“The modern revival of a time-honored brand should be a cyberpunk station carrying childhood memories, roaming the streets of the old city.” This was the core design anchor we set from day one.
「 Design Rendering 」
Crafted from silver-toned metal, the entire vehicle forms a sleek, robust structure, with embedded LED dynamic screens displaying refreshing slogans in continuous motion. The iconic cat-ear silhouette is outlined by neon lights on the roof, turning the station into the most eye-catching check-in spot on the street after dark.Stainless steel counters and freezers blend seamlessly with futuristic lighting, every detail speaking to the brand’s ethos: a time-honored legacy isn’t just about crispy rice crackers—it’s also about imagination-defying creativity. The design continues the core concept of “Futuristic Cyber × Cute IP”. The vehicle features an integrated silver-gray metallic finish, with pink and blue neon light strips tracing its contours.
Baijimao’s futuristic mobile ice cream kiosk looks like a glowing “future food truck”. Its silver-gray body, paired with pink and blue neon lights, becomes especially eye-catching once night falls.
Its design boasts natural viral potential for social media sharing. The 360° on-trend silhouette and cyberpunk-cute atmosphere make it inherently “photo-ready”, inspiring customers to spontaneously share photos of their visits, which drives organic secondary exposure and free social media buzz for the brand.
This is no ordinary ice cream truck — it is a “mobile futuristic dessert station” conceived by Liu Ke Design. The classic Baijimao cat-face IP is deconstructed into glowing lines and mirrored surfaces, retaining the friendliness of the iconic “local cat” image while infusing it with a cyberpunk-inspired cool soul.From the signature spicy rice cracker flavor to silky smooth gelato, from nostalgic packaging to metallic neon accents, old tastes meet new design. Every bite represents the futuristic expression of Xi’an memories.
The ice cream truck is adorned with lovely Baijimao logos throughout, from the brand emblem on the front to the tiny paw prints on the counter, making the brand instantly memorable.Whether placed in a shopping mall or on the street, it looks incredibly trendy. Young people can’t help but stop, take photos, and buy an ice cream when passing by.When the everyday warmth of a Xi’an time-honored brand meets a futuristic silver storm — Baijimao Ice Cream Truck has arrived.
Baijimao Ice Cream Truck is coming to your neighborhood.Silver glow, instant cool — this is Xi’an, and this is the future.
「 Floor Plan 」
「 Comparison diagram before and after design 」
