“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.
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.