Feel the X Attitude: Introducing a New Brand Identity
At SpinExpo Shanghai in 2023, Xinao wanted its wool and cashmere presentation to match the ambition of its new corporate language. This edition had to establish a recognisable presence and leave room for future collections.
The name Feel the X Attitude set the brief. Visitors should encounter the X through the material, not only read it on a sign. Yarn, stitches and moving image carried that idea through the booth.
A frame of natural dark wood gave the booth its outline. Along the outside, semi-transparent textile walls showcased experimental stitches, putting Xinao’s work with yarn in view before visitors entered.
Macro images placed yarns in crossing X forms. At close range, the fibres were still visible; from farther away, they carried the geometry of the new identity.
Filmed yarn patterns brought those lines into motion. Natural, earthy tones and warm light kept the atmosphere close to wool and cashmere, even as the images gave the space a stronger visual rhythm.
Knitted swatches hung in long rows near the meeting tables, showing how the yarns looked when worked into fabric. Colour-card books supported closer conversations about shades and qualities.
Seasonal change was designed in from the start. The frame and the way people moved through it could stay; textiles, media, colour and light could change without stripping away what made the booth recognisably Xinao’s.
Feel the X Attitude established Xinao’s exhibition identity at SpinExpo. Its visual language came from the yarns themselves, and each return could add to the recognition begun here. Meta Chroma and Sense of Light later showed how much that first idea could hold.
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