Weijiushan

Bringing food-based wellbeing into daily life

Weijiushan connects Eastern dietary traditions with everyday family nutrition. Seasonal eating, relevant products, ingredient information and nutrition consultation help individuals and households understand dietary choices without treating wellness aspirations as treatment promises.

Region: Shanghai, China
Industry: Food-based wellbeing
Scope: Brand strategy · Visual identity · Packaging
Project year: —

AChallenge

Weijiushan combines traditional food-based wellbeing, family nutrition consultation and related products. The brand needs a clear choice path through ingredients, culture and services.

BThinking

Cultural expression and professional identity serve different roles: seasonal eating conveys a lifestyle, while personalised service requires explanation and ongoing support.

CDesign

A shared visual language connects packaging, catalogues and communication, giving cultural expression and product information their own places.

DApplication

Packaging, catalogues and communication extend the identity, connecting cultural expression and product information within one presentation.

Core thinking

Core challenge: Dispersed cultural, ingredient and service information makes everyday choices difficult.
Core thinking: Separate the cultural proposition from the professional role, then connect products and consultation to household needs.
Brand slogan: Eat with the seasons, return to the essence of nourishment.
Role of the slogan: Express an Eastern approach to food and build cultural recognition.
Underlying principle: The cultural proposition gives direction; ingredient information and professional support inform choices without substituting for efficacy evidence.