Snack Akemmus by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2025 Tarbaḥt A' Design Award n Lbrunz in Afeṣṣel n Ukemmus Competition Category.
LbrunzAkemmus· 2025
Snack Akemmus
by Kazuo Fukushima and Haruka Takeuchi
Client: Dali Foods
Tarbaḥt A' Design Award n Lbrunz Winner in Akemmus Category
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The Design
About Snack Akemmus
Asnerni n temlilt n ukemmus n Snack yettbeddil tamagit tawlaft n Haochidian, tacreḍt tačinamit n snacks yettwassnen aṭas. Aḍris yessimmal abrid atrararnu yuran s tira tazurant, tignit n teṣbaḥt i d-yettmeslayen ɣef lfeṛḥ, d tugniwin ummiden i yesskanin taẓrigt tuẓiḍt. Inekkiyen isufen n yiniten ssemgaradent yal ṛṛiḥa i wakken ad ttwasent srid daɣen ad d-banent akken iwata deg tebburt. Ifeṣṣilen ifuḥen d tsiggez UV tamiḍant rennunt ɣer yiwet n tennact tettwaɛnan d tameqqrant, tessaɣed tudukli n yimeɣ. S useddu gar uẓar d tatrart, akemmus yettjerreb i yimeɣ iminigen d wid ilemẓiyen.
The Recognition
About the Tarbaḥt A' Design Award n Lbrunz
Snack Akemmus d amerbaḥ n Tarbaḥt A' Design Award n Lbrunz, tagmat ɛlayen i yisnulfa yelhan, yeṭṭafaren tinawt, tamusni d tezmert. Imerbaḥen n Lbrunz d isnulfa yelhan, ttbanen d timusniwin n tmusni n yimahilen-nsen. Snack Akemmus ad yili d asnulfu yettwaɛezzen, yelhan, amaynut. Snack Akemmus yettemlil ɣef yimawlan, yettwaɛezzen s tmahilt-is.
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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