Repositioning a cultural staple for modern retail success.
Wei-Chuan is a staple in Asian grocery stores, but inconsistent branding and a lack of mainstream clarity limited its broader appeal. With over 90 SKUs and decades of design drift, the brand faced a complex challenge: how to maintain authenticity while scaling visibility and cohesion in U.S. retail.
Our data-driven total portfolio redesign struck the balance between cultural relevance and mass market clarity. Through four rounds of consumer testing we identified and validated the optimal design direction.
The final concept delivered a 13PT lift in purchase intent and doubled perceptions of shelf organization, while preserving authenticity and category leadership in Asian supermarkets. The redesign also drove an 18% sales lift across major mass retailers, with a system built to guide shoppers through the portfolio using bilingual copy, icons, and distinct color cues.
