Zhen Hao E Pecynnu Bwyd Cŵn by Yuchen Han

Zhen Hao E Pecynnu Bwyd Cŵn by Yuchen Han is a highly esteemed winner of the very prestigious 2022 Gwobr Haearn A' Design Award in Dylunio Pecynnu Competition Category.

HaearnPecynnu· 2022

Zhen Hao E Pecynnu Bwyd Cŵn

by Yuchen Han

Client: Ningbo Xuanmengzhi Trading Company Ltd.

Gwobr Haearn A' Design Award Winner in Pecynnu Category

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Colors

The Design

About Zhen Hao E Pecynnu Bwyd Cŵn

Mae Zhen Hao E yn gyfres becynnu ar gyfer bwyd cŵn a byrbrydau cŵn. Mae'r dyluniad yn tynnu ar ddiwylliant Tsieineaidd trwy gyflwyno cŵn fel ymerawdwyr hynafol o oedrannau gwahanol. Yn Tsieina, disgrifir perchnogion cŵn yn aml fel swyddogion sy'n gwasanaethu eu hanifeiliaid anwes, ac mae'r syniad hwn yn llywio'r darluniau. Mae cymeriadau cartŵn o gŵn yn dynodi'r grŵp maint, gan wahanu cŵn bach oddi wrth gŵn canolig a mawr. Mae lliwiau gwahanol yn gwahanu bwyd cŵn oddi wrth fyrbrydau, fel bod yr amrywiaeth yn hawdd ei ddeall. Defnyddir papur wedi'i ailgylchu, papur rhychiog a bagiau ffoil alwminiwm.

The Recognition

About the Gwobr Haearn A' Design Award

Mae Zhen Hao E Pecynnu Bwyd Cŵn yn enillydd Gwobr Haearn A' Design Award, cydnabyddiaeth fawreddog a roddir i ddyluniadau da sydd yn bodloni'r gofynion proffesiynol a diwydiannol a ddisgwylir gan greadigaethau wedi'u dylunio'n dda. Mae enillwyr Haearn yn dangos medrusrwydd mawr, arbenigedd uchel, dealltwriaeth arbenigol a gallu creadigol eu crewyr. Disgwylir i Zhen Hao E Pecynnu Bwyd Cŵn fod yn greadigaeth uchel ei bri, a edmygir ac a anwylir, sydd yn ymarferol ac yn arloesol. Mae'r dyluniad buddugol hwn o Wobr Haearn A' Design Award yn integreiddio arferion gorau'r diwydiant ac mae ganddo nodweddion technegol cymwys wedi'u cysylltu â gwybodaeth ymarferol a dawn. Parchir Zhen Hao E Pecynnu Bwyd Cŵn am ei drylwyredd ac fe'i dyluniwyd i ddarparu gwelliannau ansawdd bywyd sydd yn helpu i wneud y byd yn lle gwell.

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.