Snack Packaging by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2025 Bronze A' Design Award in Packaging Design Competition Category.
BronzePackaging· 2025
Snack Packaging
by Kazuo Fukushima and Haruka Takeuchi
Client: Dali Foods
Bronze A' Design Award Winner in Packaging Category
Verified Award Winner
Verify Award Status for #168316The Design
About Snack Packaging
The Snack packaging rebranding transforms the visual identity of Haochidian, a well established Chinese snack brand. The design emphasizes a modern, playful approach with bold typography, a smile icon symbolizing joy, and floating visuals that highlight the crispy texture. Unique color palettes differentiate each flavor for easy recognition and strong shelf appeal. Embossed details and spot UV printing add a tactile, premium touch, enhancing consumer engagement. Balancing tradition and modernity, the packaging appeals to both loyal and younger consumers.
The Recognition
About the Bronze A' Design Award
Snack Packaging is a Bronze A' Design Award winner, a highly prestigious recognition granted to outstanding designs distinguished by creativity, ingenuity, and astuteness. Bronze winners are amply skillful and strikingly creative artifacts that authenticate the vast experience, imagination, and resourcefulness of their designers. Snack Packaging is expected to be a highly regarded, admired, and cherished object that is notably professional and innovative. This Bronze A' Design Award-winning design incorporates best practices in art, science, design, and technology, and is excellent for its attention to detail. Snack Packaging splendidly satisfies needs, touches desires, charms feelings, and appeals to curiosity.
Where to Get It
Strategic Brand and Packaging Design Services
We transform brands through strategic design that connects tradition with modernity. Our award-winning team specializes in brand identity, packaging design, and visual systems for global corporations. With expertise spanning Japan and China markets, we create designs that resonate across cultures and generations.
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Grand Interview
Your innovative approach to modernizing Haochidian's brand identity through Snack Packaging while preserving its decade-long heritage is remarkable - could you elaborate on how you balanced tradition with contemporary design elements to appeal to both loyal and younger consumers?
To balance tradition with modernity, we preserved the original Chinese brand name, Haochidian, while introducing a clean, bold English abbreviation—Hcd. This dual-branding approach allowed us to maintain familiarity for existing customers and introduce a fresh, contemporary look for younger consumers. The result bridges heritage and innovation effectively.
The smile icon and floating visuals in Snack Packaging create a distinctive emotional connection - what inspired these specific design choices, and how do they align with your goal of transforming the brand's visual identity?
The smile icon was designed to express happiness and friendliness, aligning with the joyful experience of snacking. The floating visuals of biscuits and ingredients convey crisp texture and movement, making the packaging visually appetizing. These elements modernize the brand’s tone while creating a memorable emotional connection with consumers.
Your use of embossing and spot UV printing in Snack Packaging adds a tactile dimension to the consumer experience - could you share the research and development process that led to selecting these premium finishing techniques?
Through consumer studies, we found that tactile features increased perceived quality and recall. Based on this insight, we selected embossing for the Hcd logo and spot UV for ingredient highlights. These techniques added dimension and texture, elevating the packaging to feel more premium and multi-sensory.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The Snack packaging rebranding project presents a fresh identity for Haochidian, a well known Chinese snack brand. The initials Hcd offer a modern and international touch, while a smile icon next to the logo represents happiness and friendliness. Floating visuals of biscuits and ingredients highlight the crispy texture and quality. Bold typography, embossed details, and color coded flavors enhance visibility and create a dynamic shelf presence.
- Dimensions & Packaging
- Paper box : Width 270mm x Depth 185mm x Height 65mm
PVC : Width 90mm x Depth 60mm - Tags
- Haochidian, Snack Packaging, Rebranding, Crispy Biscuit, Modern Design, Bold Typography, Flavor Differentiation, Premium Snack
- Production Technology
- The packaging uses offset printing with spot UV and embossing techniques to highlight the logo and key visuals. These tactile elements enhance the premium feel of the design. High quality cardboard was selected for its durability and ability to maintain product freshness. A color coded design system distinguishes each flavor, improving recognition for consumers.
- Design Challenge
- The main challenge was to create a contemporary brand identity for Haochidian without losing its established character. Research on consumer behavior emphasized the importance of bold, engaging visuals and tactile design elements. Balancing the brand’s heritage with modern aesthetics required thoughtful design decisions to ensure functionality and consistency across various packaging formats.
- Research
- Analysis of luxury supermarkets where products are sold.
Competitive analysis in internet sales.
Analysis of targets in the market.
Package analysis of the Japanese market. - Inspiration
- The project was inspired by the goal of rejuvenating Haochidian, a beloved snack brand with over a decade of history. The design aims to connect tradition with modernity, appealing to a younger, style conscious audience while preserving the brand’s heritage. The smile icon symbolizes joy, while vibrant colors and floating elements bring energy and freshness to the brand image.
- Project Duration
- The project started in May 2022 and finished in January 2023 in Shanghai.
- Operation Flow
- First, analyze the market and understand the current situation
Next, perform target analysis to verify what kind of design consumers want.
Third, brand analysis, analyze how it has advantages over competing products.
Fourth, develop creative ideas.
Fifth, Start the design. Make it an original design.
Sixth, sample check, color check, etc.
Finally, check the finished product. - Patents
- Copyrights belong to Dali Foods
- Team Members
- Team Member:
Creative Director: Kazuo Fukushima
Designer: Haruka Takeuchi
Project Management: Zhang YiTing
Creative Agency : FUDESIGN - Image Credits
- Photographer: Zhu Jie
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