Sanda Sichu

Sweet Potato Noodles Brand and packaging design

Project Description:
SANDA SICHU is a high-end organic sweet potato noodle brand under the Gaoping Agricultural Investment Group. Leveraging the unique geographical advantages of Gaoping, Shanxi, SANDA SICHU boasts a core organic sweet potato planting base of 3,000 mu (approximately 1,000 acres) and a backup organic planting base of 50,000 mu (approximately 1,000 acres). The region enjoys an average of 2,300 hours of sunshine annually, providing an ideal environment for growing high-quality sweet potatoes. Its sweet potato noodles have been certified organic under the three major standards of China, the United States, and the European Union. We designed a new visual identity for SANDA PRIVATE CHEF and launched a new packaging series for its hot and sour noodle line.

Core Challenge:
For a new brand, the key challenge in packaging design and brand promotion was how to quickly convey SANDA SICHU’s “high-end and authentically organic” brand positioning to consumers, while avoiding being dismissed as just another hot and sour noodle. This design focused on building a brand recognition system based on the principles of “high-end, organic, and quality.”

Design: OnWhite Design
Art Director: Canwei Lai
Dynamic: Leung Dong
Year: 2025