Saodiseng’s Oriental Design Aesthetic: Harmony of Nature and Tradition

Saodiseng is the rare fruit brand of Wanjin Agricultural Co., Ltd. that is rooted in the fertile soil and pristine waters of Wuming, China, and is dedicated to cultivating citrus fruits of exceptional purity and quality. The philosophy underlying the brand is one of deep respect for nature’s innate connection, understated yet serious about placing the exquisite quality of citrus above quantity.

The name ‘Sao Diseng’ is derived from the ancient Chinese term for a sweeping monk, embodying the essence of simplicity and focus. The brand Logo design is therefore inspired by this, depicting a monk in robes, looking serene and wielding a broom as he diligently regulates the fruits scattered on the ground. In Chinese culture, the monk is a revered symbol of Zen and meditation, which coincides with the brand’s core values of embracing nature, cherishing authenticity, promoting health and cultivating serenity.

Based on the brand’s oriental attributes and philosophy, I incorporated quintessentially Chinese elements from the logo design to the packaging design and even the accompanying text, drawing inspiration from the intricate strokes of calligraphy and the “nail-head painting” style of Chinese art, combined with a modern and minimalist hand-drawn approach. Modernizing classical oriental aesthetics maps the brand’s strong commitment to traditional Chinese cultural values and aesthetics, yet rooted in the modern world. These values and aesthetics are deeply intertwined with our brand image, an attempt to modernize oriental aesthetics.