Snack Umbúðir by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2025 A' Design Award í bronsi in Umbúðahönnun Competition Category.
BronsUmbúðir· 2025
Snack Umbúðir
by Kazuo Fukushima and Haruka Takeuchi
Client: Dali Foods
A' Design Award í bronsi Winner in Umbúðir Category
Verified Award Winner
Verify Award Status for #168316The Design
About Snack Umbúðir
Endurmerking snarl-umbúðanna umbreytir sjónrænu auðkenni Haochidian, rótgróins kínversks snarlvörumerkis. Hönnunin leggur áherslu á nútímalega, leiknislega nálgun með djarfri letursetningu, brostákni sem táknar gleði og svífandi myndefni sem undirstrikar stökku áferðina. Einstök litaspjöld aðgreina hverja bragðtegund fyrir auðvelda þekkingu og sterkt aðdráttarafl á hillunum. Upphleyptar smáatriði og staðbundin UV-prentun veita umbúðunum snertilega úrvalsáferð sem eykir tengsl við neytendur. Með jafnvægi milli hefðar og nútíma höfðar umbúðahönnunin til bæði tryggra og yngri neytenda.
The Recognition
About the A' Design Award í bronsi
Snack Umbúðir vann A' Design Award í bronsi, mjög virta viðurkenningu sem veitt er framúrskarandi hönnunarverkum sem einkennast af sköpunargáfu, hugvitssemi og skarpskyggni. Sigurvegarar í bronsi eru ríkulega leiknir og áberandi skapandi gripir sem staðfesta víðtæka reynslu, ímyndunarafl og útsjónarsemi hönnuða sinna. Þess er vænst að Snack Umbúðir sé mjög metinn, dáður og elskaður hlutur sem er einstaklega fagmannlegur og nýstárlegur. Þetta hönnunarverk sem vann A' Design Award í bronsi felur í sér bestu starfsvenjur í list, vísindum, hönnun og tækni og er framúrskarandi fyrir athygli sína á smáatriðum. Snack Umbúðir fullnægir þörfum á dásamlegan hátt, snertir langanir, heillar tilfinningar og vekur forvitni.
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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