「富山行」源自1986年，創辦人來自嘉義梅山，年輕時北上至迪化街創業，創立一間南北貨行，以販售阿里山手工薑糖、愛玉子聞名。2016年在台北市商業處的提升計畫協助下，更新品牌名稱為「富自山中」，以專門販售山貨為主，從批發市場拓展至零售消費市場，也與迪化街內各式各樣的雜貨行作出區隔。

堅果包裝設計，以手繪線條勾勒堅果外型，融合燙金的色塊方式，凸顯每項堅果品種的略微不同，也在色彩規劃部分，帶出堅果烘焙過程中的顏色變化，如深咖啡的胡桃堅果、墨綠色的南瓜子、淡黃色的夏威夷豆等，使產品整體設計更加鮮明，提升包裝的視覺印象與感受。

果乾包裝設計，選用白色霧面夾鏈式袋型，logo印白設計與包裝中間留空規劃，可從袋子外表看出食品本身，增加消費者的食用安心度。貼紙設計點綴整體包裝，以果乾口味區分品項，運用產品本身的原始色，如鳳梨乾、情人果乾等品項，使包裝色彩與貼紙相互對應，加深產品與包裝的連結性。

「富自山中」以「南北山貨，東西鮮選」的品牌標語，專賣世界各地南北東西的嚴選山貨，名稱有著蘊含富饒來自山中之意，別於傳統的南北貨商行，店舖重新整裝後，也保留80年代的復古之意，融合較年輕的識別、包裝設計，提升年輕族群在南北山貨的購買記憶與印象，更增添創新的商行樣貌。

“Fu Shan Shop” originated from Meishan in Chiayi in 1986. When the founder was young, he went north to start a business in Dihua Street. He founded the North-South Goods Shop, famous for selling Alishan handmade ginger candy and aiyu jelly.

In 2016, with the aid of Taipei City Office of Commerce’s Enhancement Plan, the brand was successfully renamed “Full Mountain”, focusing on selling products from the highlands. Thus, the brand expanded from the wholesale market into consumer retail, creating its own niche among the products in Dihua Street.

Package Design

The packaging design for the nuts product line utilizes hand-drawn contour lines to the sketch the shape of the nuts in combination with hot foil stamping color blocks in order to highlight each product line’s unique characteristics. Furthermore, taking into consideration the various color changes of the roasting process into the color scheme, such as brown for the pecans, dark green for pumpkin seeds, and light yellow for macadamia nuts, the brand design emphasizes the details in the design and enhance the visual impression of the packaging.

The packaging design for the dried fruits uses a white matte Ziploc bag with the logo printed on the front. The transparency of the package displays the content of the produce contained inside, giving the customer a peace of mind.

Moreover, a sticker is placed over the bag to boost the overall appearance, while at the same time serving as an identifier for the contents inside. The colors of the stickers correspond to the color of the fruits, such as yellow for pineapple or green for green mangoes, creating an overall harmony between the package and the contents.

The slogan for the brand “Full Mountain” is “mountain goods from the north to the south, fresh selections from the east to the west,” since the brand specializes in selling carefully selected goods from all over Taiwan. Unlike other shops, even after refurbishing, the shop retained various identifying characteristics of the 80s, while at the same time integrating youthful visuals into the overall store design and packaging. All in all, giving the younger generation a deeper impression of the shop and enhancing the business appearance with a more innovative look.