Snack Pecynnu by Kazuo Fukushima and Haruka Takeuchi

Snack Pecynnu by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2025 Gwobr Efydd A' Design Award in Dylunio Pecynnu Competition Category.

EfyddPecynnu· 2025

Snack Pecynnu

by Kazuo Fukushima and Haruka Takeuchi

Client: Dali Foods

Gwobr Efydd A' Design Award Winner in Pecynnu Category

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Verified Award Winner
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Colors

The Design

About Snack Pecynnu

Mae ailfrandro pecynnu'r byrbrydau yn trawsnewid hunaniaeth weledol Haochidian, brand byrbrydau Tsieineaidd sefydledig. Mae'r dyluniad yn pwysleisio dull modern, chwareus gyda theipograffeg fras, eicon gwên sy'n symboleiddo llawenydd, a delweddau arnofiol sy'n amlygu'r gwead crensog. Mae paledau lliw unigryw yn gwahaniaethu pob blas ar gyfer adnabyddiaeth hawdd ac apêl silff gref. Mae manylion wedi'u hymwthio ac argraffu UV man yn ychwanegu cyffyrddiad cyffyrddadwy, premiwm, gan wella ymgysylltiad defnyddwyr. Gan gydbwyso traddodiad a moderniaeth, mae'r pecynnu'n apelio at ddefnyddwyr ffyddlon ac iau.

The Recognition

About the Gwobr Efydd A' Design Award

Mae Snack Pecynnu yn enillydd Gwobr Efydd A' Design Award, cydnabyddiaeth hynod fawreddog a roddir i ddyluniadau rhagorol sydd yn nodedig am greadigrwydd, dyfeisgarwch a chraffter. Mae enillwyr Efydd yn arteffactau medrus iawn a thrawiadol o greadigol sydd yn dilysu profiad helaeth, dychymyg a dyfeisgarwch eu dylunwyr. Disgwylir i Snack Pecynnu fod yn wrthrych uchel ei fri, a edmygir ac a anwylir, sydd yn nodedig o broffesiynol ac arloesol. Mae'r dyluniad buddugol hwn o Wobr Efydd A' Design Award yn ymgorffori arferion gorau mewn celf, gwyddoniaeth, dylunio a thechnoleg, ac yn rhagorol am ei sylw i fanylion. Mae Snack Pecynnu yn bodloni anghenion yn odidog, yn cyffwrdd â dyheadau, yn swyno teimladau ac yn apelio at chwilfrydedd.

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