WEICHUAN - a famous beverage re-banding project

the expression of the value 'share' in the motion graphic

​By Hunter Zhu
Graphic and Media design

As a brand from Taiwan, WEICHUAN was founded in 1953. In the 1960s and 1970s, WEICHUAN GROUP was once the largest enterprise in Taiwan's food industry. In 1968, it began to sell its products in large quantities to the international market due to expansion of the business and continuous development of new products. As the original visual image of the original logo had failed to show the content of operation and development of the company, the company hired the famous Japanese designer Tomohiro as the design consultant to make complete and detailed market research and product analysis to develop the identification plan of WEICHUAN enterprise. Finally, the WEICHUAN logo was determined, i.e. five circles making up a W shape, which symbolized “Rich in Taste”; then series of communication style was developed, and visual images of all departments and products were unified.

Establish in 2002, Hangzhou WEICHUAN Food Co., Ltd. It’s a food company which produces lactic acid bacteria, yoghurt and juice, and was established in Hangzhou City, Zhejiang Province, China by WEICHUAN GROUP.
Our company undertook the business of visual system design and upgrading of WEICHUAN  Hangzhou brand in 2018. The brand innovation design was mainly embodied in five aspects: brand identity, brand color palette, font style, image style, and auxiliary graphics.Our company had tried to use the most intuitive and unsophisticated way of experiencing products in the daily life of the audients, i.e., our inborn “five senses”, taste, vision, touch, smell, hearing, to return to the simplest original wills of ordinary people. Thus, we put forward the concept of changing “Rich in Taste” into “Five Senses” for design of WEICHUAN brand, and changing the five circles symbolizing “Rich in Taste” into “Five Senses” representing taste, vision, touch, smell, and hearing. This change implied the meaning of “make your life simply better ”. For the new LOGO icon, color gradient of orange yellow is added, with the original "WEICHUAN RED" kept unchanged, which brings more sense of transparency and authenticity. The new " WEICHUAN DYNAMIC RED” stands for "courage, share, creative”.

We’ve creative the concept of how to express the abundant taste of the beverage by Visual communication, and this is a big and also complex branding visual system contains: the usage of ‘3D’ and ‘2D’ logo, the main color and assistant color, the graphic pattern, and the application designs. And in the same time, we also need to visually explain the value ‘courage, share, creative’. My job is to design the applications like the magazine, van mockup design… And make a motion graphic to express the the main value which to make our client to understand visually, and also the motion graphic can be utilized on the future advertisement.

the using of the graphic pattern.