Sandouliang
Making regional noodles easy to recognise
Sandouliang produces, processes and sells agricultural foods, including flour, noodles, chickpeas, edible safflower oil and mixed grains. Its client brief distinguishes individual packs for online sales from gift boxes for channel use, connecting Xinjiang regional character with everyday food and gifting formats.
- Region
- Urumqi, Xinjiang
- Industry
- Noodle packaging
- Scope
- Packaging strategy · Visual design · Series applications
- Project year
- —
AChallenge
The client materials for Sandouliang include flour, noodles and gift packaging, with individual packs and gifts serving different channels. This case focuses on a Xinjiang noodle packaging direction.
BThinking
Xinjiang and the noodle category lead the presentation, followed by a character, product form and clear information hierarchy. Gift boxes and individual packs share the same story.
CDesign
The concept combines red, a Xinjiang-inspired character and vertical product lettering, separating brand, category and product information.
DApplication
Individual packs, gift combinations and display concepts extend the identity across formats. The work presents a packaging design direction with consistent expression.
Core thinking
- Core problem
- Regional character must support product recognition across everyday purchases and gift-channel formats.
- Strategic direction
- Start with the noodle and packaging brief, establish a recognisable Xinjiang noodle presentation, then extend it to individual packs and gift formats.
- Underlying principle
- Regional cues work with category naming to build recognition. Consistent expression can still accommodate different packaging structures.
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