This packaging feels right at home in today’s wave of editorial-inspired design, where food products borrow the language of art books and zines rather than supermarket conventions.
Designed by Wow Creative Design (Shenzhen) Co., LTD for Longping Oil Noodles, the structure sets the tone with a sculptural triangular form that unfolds. The golden yellow palette leans into associations of wheat, warmth, and prosperity, and across the surface, a flowing dragon illustration morphs seamlessly into looping noodle strands. The typography contrasts this movement with a crisp label block that feels editorial and restrained, grounding the expressive illustration with balance.
What really sets it apart from others in the category is how it treats packaging as a narrative object, merging cultural storytelling, structural design, and graphic experimentation into something that feels genuinely new. It perfectly balances expressiveness with elegance, rare in the noodle aisle.
“Longping Oil Noodles” is a renowned delicacy in Longping Town, characterized by its jade-white color, silk-thin texture, and purely handcrafted production. Its production technique originated in the Ming Dynasty and became a tribute to the imperial palace in the Qing Dynasty.
The story of Longping Oil Noodles dates back to the Qing Dynasty when Emperor Yongzheng visited his teacher in Longping Town. The teacher treated him to the local noodles, which the emperor highly praised. He renamed the noodles “Long Xiang Shi” (literally meaning “the emperor visits his teacher”), and since then, Longping Oil Noodles have become a royal tribute.
In ancient China, the dragon symbolized the emperor. Designers combined the shape of the noodles with the dragon, using the image of a white dragon to interpret the story between Longping Oil Noodles and the emperor.
As Chinese people typically eat noodles with chopsticks and bowls, the packaging box features the English font “LONGPING OIL NOODLES” designed to resemble noodles being picked up by chopsticks, creating a fun visual effect.
The packaging is folded from eco-friendly paper, reducing both packaging costs.
