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Redesigning Sichuan’s Culinary Icon
Si Mei Food’s product achieved recognition as a winner in the 2025 NY Product Design Awards, securing an achievement in the Food – Spices, Oils, Sauces & Spreads category. This distinction reflects the careful attention to both design and cultural authenticity that has defined the evolution of Si Mei Bo Bo Ji, a renowned seasoning brand synonymous with Chengdu street food.
To represent Sichuan's unique elements in their cuisine, Bo Bo Ji offers a flavor of experiences that are relatively unknown outside its native region.
However, this distinct flavor, not found in standard Chinese condiments such as spicy hot pot packs, is something offered uniquely by Si Mei Food. Its preparation requires a specialized culinary technique; one that creates both a challenge for new consumers and an opportunity for educational storytelling in the marketplace.
Si Mei Food's redesign project for the seasoning pack was aiming towards one thing and one thing only: modernizing the 30-year-old culinary heritage brand by updating its packaging to resonate across the Chinese e-commerce platforms. This idea sparks something much more ambitious - an expansion into Mandarin-speaking communities in the United States.
This strategic approach to redesigning incorporated a refined color palette, premium visual elements, and design motifs that express ideas of cultural familiarity and international appeal.
Having such a foundation provided them a smooth connection and appeal between the authentic heritage of Sichuan gastronomy and the contemporary expectations of Western audiences. The process is simple. Si Mei Food prioritized preserving the brand's identity while translating it into a visual language that resonates with quality, authenticity, and cultural richness. Each element of the packaging was deliberately considered to strengthen recognition and enhance the product’s narrative appeal in new markets.
To maintain authenticity while appealing to US consumers, the packaging redesign employed custom food and portrait photography, thoughtfully curated color palettes, and modern typographic choices that honor the brand’s historical roots. Every visual component was crafted to create an emotional connection, telling the story of Si Mei Bo Bo Ji’s legacy while introducing its unique taste profile.
In the end, the result is a harmonious blend of tradition, modern design, and a winning title in the 2025 NY Product Design Awards. Their representation of a coherent visual narrative evokes a nostalgic feeling for longtime fans while enticing new audiences. This design evolution establishes a fresh new standard for traditional Chinese condiments entering international markets, heightening perception, enhancing brand prestige, and demonstrating how heritage products can thrive globally without compromising their cultural essence.
Credits:
Entry Title: Si Mei Bo Bo Ji Seasoning Pack
Entrant Company: Si Mei Food
Winning Category: Food - Spices, Oils, Sauces & Spreads
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