To visualize the cultural roots of Chinese noodle-making and enhance brand storytelling through art.
To bring the story of Chinese hand-pulled noodles to life, CGICA crafted a visual storytelling system for Magic Noodle (大槐树) rooted in cultural history and brand identity. By retelling the journey from ancient noodle-making traditions to the brand’s own origin, we built a narrative that resonates across generations. Two illustration styles — vector graphics using the brand palette, and traditional ink-brush paintings — were created to serve different contexts: marketing communications and cultural storytelling within the physical space.
