Alan and Mei, a duo from New York, brought me on to help shape their new venture: Bai Wei, a modern food brand rooted in regional Chinese cuisine. Inspired by Yunnan’s iconic Crossing Bridge Noodles, Bai Wei aims to turn a deeply traditional dish into a premium, everyday experience for curious eaters everywhere.

I collaborated closely with the founders to define the brand strategy, building a foundation around connection, culture, and clean ingredients. From there, I led the development of the visual identity, creating a design system that blends heritage with a modern sensibility. The packaging brings together bold cultural elements with a refined, contemporary look made to stand out and resonate.

The result is a brand that’s grounded in tradition, made for today, and built to spark curiosity—one bowl at a time.