Case Study: Wei-Chuan achieves stronger mainstream retail performance with SmashBrand packaging redesign

Wei-Chuan boosts purchase intent by 13PT with SmashBrand

Wei-Chuan, a major Chinese food brand, faced a challenge expanding beyond ethnic grocery stores into mainstream national retailers. Their original packaging lacked clarity and a cohesive visual system, which limited its broader appeal. The vendor, SmashBrand, was engaged to leverage its packaging design and brand positioning services to address this problem.

SmashBrand implemented a data-driven total portfolio redesign that balanced cultural authenticity with mass market clarity. Through consumer testing, they developed a new packaging system using bilingual copy, icons, and color cues. This solution delivered a 13-point lift in purchase intent and an 18% sales lift across major mass retailers, while successfully preserving the brand's authenticity in its original market.

Wei-Chuan