Wan Ja Shan
**Wan Ja Shan: A Century of International Flavors**
Wan Ja Shan's commitment to crafting authentic shoyu has established them as a leading brand in the global soy sauce industry. Each bottle, filled with natural and organic goodness, is carefully produced in one of their two zero-waste facilities, following the same family recipe that has been in use for 75 years.
**The Mission**
To bring 75 years of tradition into the modern U.S. market by sharing a cherished experience across cultural boundaries.
**Ecological Framework**
To understand the complexities of the communication challenge, we immersed ourselves in Wan Ja Shan’s brand culture, gaining a deep understanding of the internal and external ecosystems that drive their operations, including their retail, wholesale, and industrial customers.
**The Challenge**
Wan Ja Shan’s values and offerings have made it a market leader. While industry experts and esteemed clients like Heinz recognize this, the typical shopper was largely unaware until 2018. Although Asian sauces are popular in American kitchens, they are mostly seen as condiments rather than versatile cooking ingredients. Transitioning from traditional foreign flavors to exciting, health-conscious ingredients is akin to the ocean Wan Ja Shan crossed to establish their flavorful empire in the U.S.
**The Solution: Brand Voice & Identity; Creative Direction**
To address this, we redefined the company’s positioning. We captured the essence of their spirit and passion, creating a relatable brand voice that encourages culinary exploration using their renowned sixth flavor.
**Creative Direction**
Translating Wan Ja Shan’s vision into a tangible reality required us to oversee every aspect of design and detail, ensuring a harmonious balance. What started as one man's mission to share his heritage has now been brought to the mainstream, allowing everyone to “Take A Walk On The Salty Side Of Life.”