味全農榨
Weiquan Nongzha
Category
Brand Identity
Year
2026
Client:
味全weiquan
Industry
NFC Cold-Pressed Fruit Juice & Agricultural Beverage
Designer
Aaron Zhao
Hugo He
味全農榨由味全于2017年创立，品牌以鲜果与农耕文化为内核，深度绑定产地价值、质朴农作精神与现代饮品消费需求。2024年该品牌携冷藏NFC果汁正式进入中国大陆市场，2026年为适配本土消费需求与当代审美体系，完成整套视觉系统升级重塑。核心标识采用上下对撞式构图：上半部分为水果剖面形态，通过果肉、汁水与自然肌理传递果实内在生命力；下半部分为完整鲜果外形，形成从土地孕育到成熟采收的完整视觉闭环，把“从田间直达舌尖”的产品链路转化为直观图形，重新解读汉字“農”所承载的人与自然共生关系。视觉技法融合工笔精细白描与水彩晕染，以线条勾勒果皮果络天然肌理，湿画晕染还原果实本真色彩，保留手绘手作温度；整体选用高明度低饱和柔和色系，塑造温润自然的品牌气质，重塑新一代消费者对原产地农榨果汁的高品质认知。
Wei Quan launched the Nongzha brand in 2017 with fruits and farming culture as the core, combining producing-area value, farming spirit and modern beverage consumption concepts. The brand landed in Chinese mainland market in 2024 with chilled NFC cold-pressed juices. In 2026, to adapt to local consumption habits and aesthetic trends, it carried out a comprehensive visual upgrade for better recognition among mainland consumers. The core logo adopts an upper-lower contrasting layout: the upper half shows fruit cross-sections to display internal vitality via pulp, juice and organic textures, while the lower half presents whole ripe fruits, forming a closed visual loop of growth from soil to harvest. The graphic translates the whole supply chain "from farm to sip" and reinterprets the harmony between human beings and nature hidden in the Chinese character "Nong (agriculture)". The visual expression integrates meticulous traditional Chinese fine brushwork and watercolor wash techniques: delicate lines depict natural textures of peel and fruit veins, and wet rendering restores original fruit hues with handmade texture retained. Adopting a high-brightness and low-saturation colour palette, the design delivers a mild and natural temperament, renewing modern consumers’ perception of premium farm-direct cold-pressed juice.