Luo Heng Receives the Bronze A' Design Award for Happy Petty Pet Food Packaging in Packaging Design

Luo Heng recognized for packaging design by the international grand jury of the 2022 - 2023 A' Design Award & Competition

FOR IMMEDIATE RELEASE

COMO, Italy, April 20, 2023 /DesignNewswire/ Happy Petty Pet Food Packaging by Luo Heng, designed for Shenzhen Megacombine Technology Co., Ltd, has been granted the Bronze A' Design Award in the Packaging Design category, A' Design Award & Competition has announced. The award was conferred within the 2022 - 2023 A' Design Award & Competition and was reached through blind peer review by an international grand jury panel of established academics, design professionals and press members, who evaluated anonymized entries against predetermined criteria.

What the Bronze A' Design Award Means

The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.

Regarding Happy Petty Pet Food Packaging

Happy Petty is a packaging design for cat food. The series uses six illustrated characters, and each character corresponds to a different type of cat food. Clothing, colors and graphic elements change from one character to the next, so every package has a distinct personality. The characters are inspired by figures from famous paintings and by fashion celebrities. Bright colors are used to attract attention and to move away from traditional pet food packaging. The design aims to express the coexistence of modern people and pets.

Award Record

This recognition makes Luo Heng a winner of 1 A' Design Award.

About the A' Packaging Design Award

The A' Packaging Design Award is an international packaging competition that recognizes outstanding packaging designs by talented packaging designers worldwide. The competition is organized within the A' Design Award & Competition and is open to packaging designers, graphic designers, branding agencies and product manufacturers from all countries. Entries typically include bottles, boxes, cans, pouches, tubes and cartons. Awarded packaging designs are published at https://designers.org/design-category/packaging

About A' Design Award & Competition

A' Design Award & Competition is an international, juried design accolade organized annually since 2008. The competition is open to entries from all countries. The A' Design Award has a philanthropic mission to advance society through good design by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Entries are peer reviewed and anonymously evaluated by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. The A' Design Prize granted to eligible laureates includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, the upload of a work and the preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. Further information is available at https://competition.adesignaward.com

Press Resources

Winner Page: https://designers.org/144363
A' Design Award Page: https://competition.adesignaward.com/144363
Media Showcase: https://www.designnewsroom.com/!144363
Laureate Profile: https://designers.org/d/337001

Media Contact

Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953

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Fact Sheet

The Work

Project: Happy Petty Pet Food Packaging
Function: Pet Food Packaging
Category: Packaging Design
Discipline: Communication Design
Industry: Packaging & Retail, Branding & Advertising and Manufacturing
Colors: Gainsboro, Dark Gray, White, Silver and Sienna
Images: 5
Client: Shenzhen Megacombine Technology Co., Ltd

The Recognition

Laureate: Luo Heng
Country: China
Recognition: Bronze A' Design Award
Edition: 2022 - 2023
Design ID: #144363

Credits

Team: Design Director, Illustrator, Li Shuangshuang/ Xiao Liping, 3D Designer and Wan Shiwei/Wang Zhangjian
Image Credits: Copyright：Shenzhen Megacombine Technology Co., Ltd

Design Details

Unique Properties: This is a kind of pet cat food that combines fashion figures and art. Through six unique character images to correspond different types of cat food, through different characters of cloths, colors, elements, reflecting highly personalized character images and product packaging, also to meet the needs of the female customers. Happy Petty creates a unique fashion brand image, conveys the aesthetic trend of pets and young people with visual language, creates an interesting and very different brand.
Inspiration: More and more people regard pets as one of their family members, so they have higher and higher requirements for pet products. However, most of the pet packaging design in the market are very traditional. Therefore, we hope to use the creative idea of combining famous person and famous painting with pets to convey the concept of coexistence of people and pets through design.
Research: This is a kind of pet cat food that combines fashion figures and art，unique fashion brand image, conveys the aesthetic trend of pets and young people with visual language, creates an interesting and very different brand, and solves the needs of brand identification. Pets bring us not only companionship, but also the source of happiness and healthy life. Therefore, the packaging design also wants to convey the concept of coexistence between modern people and pets.
Challenge: We hope to convey a concept of the coexistence of modern people and pets. Inspired by famous painting figures and fashion celebrities, we use bright colors to attract consumers' attention and break through the traditional pet packaging design. We designed six unique characters of cat food to meet the diversity of cat-loving people's choice. Through the change of clothes, colors and elements of different characters, we can reflect the highly personalized characters and product packaging.
Project Duration and Location: The project started in Shenzhen in June 2021 and the design was completed in December 2022
Specifications: Width 200mm, Depth 300mm, Height 330mm, Weight 6.8kg
Keywords: Cat Food, Pet, Happy Petty