Snack パッケージデザイン by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2025 A' Design Award 銅賞 in パッケージデザイン Competition Category.
銅パッケージ· 2025
Snack パッケージデザイン
by Kazuo Fukushima and Haruka Takeuchi
Client: Dali Foods
A' Design Award 銅賞 Winner in パッケージ Category
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- Verified Award Winner
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The Design
About Snack パッケージデザイン
このスナックパッケージのリブランディングは、中国の老舗スナックブランド「好吃点(Haochidian)」のビジュアルアイデンティティを刷新します。デザインは、大胆なタイポグラフィ、喜びを象徴するスマイルアイコン、サクサクとした食感を強調する浮遊するビジュアルを用いた、モダンで遊び心のあるアプローチを重視しています。独自のカラーパレットが各フレーバーを差別化し、識別性と強力な棚での訴求力を実現します。エンボス加工のディテールとスポットUV印刷が触覚的でプレミアムな質感を加え、消費者エンゲージメントを高めます。伝統とモダニティのバランスを保ちながら、既存顧客と若年層の両方にアピールするパッケージです。
The Recognition
About the A' Design Award 銅賞
Snack パッケージデザインは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。Snack パッケージデザインは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。Snack パッケージデザインは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。
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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