Bai Wei Noodles | Brand Design
Bai Wei is a modern food brand rooted in regional Chinese culinary tradition, inspired by Yunnan’s iconic Crossing Bridge Noodles. Founded by a New York-based duo, the brand seeks to reimagine a deeply traditional dish as a premium, everyday experience for adventurous, globally curious eaters. Brought on at the concept stage, I partnered closely with the founders to craft the brand strategy, positioning Bai Wei at the intersection of cultural authenticity, human connection, and clean, high-quality ingredients. This strategic foundation informed a visual identity that blends bold heritage cues with modern refinement.
