Zhen Hao E Fungsi Utama: Kamasang Dukkanna Anjing by Yuchen Han

Zhen Hao E Fungsi Utama: Kamasang Dukkanna Anjing by Yuchen Han is a highly esteemed winner of the very prestigious 2022 A' Design Award Bessi in Desain Kemasan Competition Category.

BessiKemasan· 2022

Zhen Hao E Fungsi Utama: Kamasang Dukkanna Anjing

by Yuchen Han

Client: Ningbo Xuanmengzhi Trading Company Ltd.

A' Design Award Bessi Winner in Kemasan Category

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Verified Award Winner

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Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Zhen Hao E Fungsi Utama: Kamasang Dukkanna Anjing

Teks Buku: Zhen Hao E iyanaritu séri kamasang untu' dukkang anjing sibawa cemilang anjing. Rancangannaé mattarima ri kabudayaang Cina, mappaitangngi anjing-anjing selaku kaisara-kaisara riolo ri wettu-wettu makkedaé. Ri Cina, punna anjing biasa ripau selaku pajaba-pajaba iya majjama untu' olokolo dipiara'na, sibawa pangatta iyaé mabbentu gambara-gambarana. Tokoh anjing kartun mappaitangngi golongang ukurang, mapasisala anjing baiccu' sibawa anjing tengnga sibawa battowa. Warna-warna mabbéda mapasisala dukkang anjing sibawa cemilang, angkanna séri iyaé mabbiasa dipahang. Ripakéi oléh daung karta' napa'balé'i (recycled paper), karta' korugasi, sibawa sero aluminium foil.

The Recognition

About the A' Design Award Bessi

Zhen Hao E Fungsi Utama: Kamasang Dukkanna Anjing iyanaritu pakoro A' Design Award Bessi, pakalebbi iya malebbi iya ripabbere ri desain makessing iya mappabbura persyaratan profesional sibawa industri iya ripakkirangngi pole ri ciptaan iya makessing ripikkiri. Pakoro Bessi mappakita keterampilan malompo, spesialisasi dalleng, pemahaman ahli sibawa kapasitas kreatif tau mabbuat. Zhen Hao E Fungsi Utama: Kamasang Dukkanna Anjing ripakkirangngi mancaji ciptaan iya ripakalebbi, ripuji sibawa rirennu iya praktis sibawa inovatif. Desain pakoro A' Design Award Bessi iyae mappasilaong praktik tepat industri sibawa napaitai karakteristik teknis iya kompeten iya sipulung sibawa pengetahuan sibawa bakat. Nasaba ketelitiannna, Zhen Hao E Fungsi Utama: Kamasang Dukkanna Anjing mappoleang pakalebbi sibawa ripikkiri mappabbere perbaikan kualitas laleng iya ritulung mappadeceng lino mancaji tempe makessing.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: In China, usually call dog owners Chan shi guan, which Chan shi means shoveling dog excrement and Guan indicates the officials who serve the kings. This analogy inspires us to personify the dogs into the ancient emperors of different ages, and built the brand Zhen hao e. The Zhen in the brand means an emperor and the Hao e means hungriness. Zhen hao e is vivid because it distinguishes the sizes of dogs by caricaturing the dogs, and use various color to differentiate dog food and snacks to make the product packaging more intuitive.
Dimensions & Packaging: 28.5*21cm
20*30cm
20*36cm
23*40cm
Tags: Dog food, Oriental style, Package Design, Cartoon Dog
Production Technology: Recycled paper, corrugated paper, aluminium foil bag.
Design Challenge: Nowadays, people always claim that their dogs are acutally the masters at home because of meticulous treatment to the dogs. Therefore, the hardest part from designing process is to find a way to let the package design instantly resonate with potential consumers while 'Zhen hao e' also want to include Chinese cultural features.
Research: The type of research we applied is basic research, we assumed that to cleaning up dog excrement correlates with government officals at ancient times. Our research objective is to verify if the correlation exists. We communicated with Chinese elders about the ancient stories regarding dog excrement shoveling officials. The result from the conversations indicates the possible existance of the correlation. Nowadays, the name of dog excrement shoveling official has already been kinda popular online as we anticipate.
Inspiration: This is a series of packaging designs with Chinese cultural characteristics regarding dog food and snacks. In China, the dog owners are always compared to 'Excrement Shovelling Officials', which means serving the kings. It inspired designer to compare the dogs to Chinese ancient emperors in order to reflect the wonderful relationship between the owners and their dogs. Through the personification and cartoonishment of the dog, classified the packaging and related visual images by turning the dogs into emperors of different ages along with the creative combination between Chinese culture and functional categories.
Project Duration: The project started in Hangzhou, China and Dalian China from November 2018 to April 2019.
Operation Flow: Compared with other similar brands, 'Zhen hao e' is vivid and interesting because it distinguishes medium/large dogs from small ones by caricaturing the dogs. Furthermore, designer use various color to differentiate dog food and dog snacks in order to make the product packaging more intuitive, resonating with consumers.