Zhen Hao E 강아지 사료 패키지 디자인 by Yuchen Han is a highly esteemed winner of the very prestigious 2022 A' Design Award 철상 in 패키징 디자인 Competition Category.

철패키징· 2022

Zhen Hao E 강아지 사료 패키지 디자인

by Yuchen Han

Client: Ningbo Xuanmengzhi Trading Company Ltd.

A' Design Award 철상 Winner in 패키징 Category

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Colors

The Design

About Zhen Hao E 강아지 사료 패키지 디자인

'Zhen Hao E'는 반려견 사료와 간식을 위한 패키지 시리즈이다. 이 디자인은 강아지를 여러 시대의 고대 황제로 표현함으로써 중국 문화를 담아냈다. 중국에서는 반려견 보호자를 반려동물을 섬기는 신하에 비유하곤 하는데, 이러한 발상이 일러스트레이션의 바탕이 되었다. 만화풍의 강아지 캐릭터는 견종 크기 그룹을 나타내어 소형견을 중·대형견과 구분해 준다. 색상을 달리하여 사료와 간식을 구분함으로써 제품 라인업을 쉽게 파악할 수 있도록 했다. 재생지, 골판지, 알루미늄 호일 파우치가 사용되었다.

The Recognition

About the A' Design Award 철상

Zhen Hao E 강아지 사료 패키지 디자인, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Zhen Hao E 강아지 사료 패키지 디자인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Zhen Hao E 강아지 사료 패키지 디자인, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: In China, usually call dog owners Chan shi guan, which Chan shi means shoveling dog excrement and Guan indicates the officials who serve the kings. This analogy inspires us to personify the dogs into the ancient emperors of different ages, and built the brand Zhen hao e. The Zhen in the brand means an emperor and the Hao e means hungriness. Zhen hao e is vivid because it distinguishes the sizes of dogs by caricaturing the dogs, and use various color to differentiate dog food and snacks to make the product packaging more intuitive.
Dimensions & Packaging: 28.5*21cm
20*30cm
20*36cm
23*40cm
Tags: Dog food, Oriental style, Package Design, Cartoon Dog
Production Technology: Recycled paper, corrugated paper, aluminium foil bag.
Design Challenge: Nowadays, people always claim that their dogs are acutally the masters at home because of meticulous treatment to the dogs. Therefore, the hardest part from designing process is to find a way to let the package design instantly resonate with potential consumers while 'Zhen hao e' also want to include Chinese cultural features.
Research: The type of research we applied is basic research, we assumed that to cleaning up dog excrement correlates with government officals at ancient times. Our research objective is to verify if the correlation exists. We communicated with Chinese elders about the ancient stories regarding dog excrement shoveling officials. The result from the conversations indicates the possible existance of the correlation. Nowadays, the name of dog excrement shoveling official has already been kinda popular online as we anticipate.
Inspiration: This is a series of packaging designs with Chinese cultural characteristics regarding dog food and snacks. In China, the dog owners are always compared to 'Excrement Shovelling Officials', which means serving the kings. It inspired designer to compare the dogs to Chinese ancient emperors in order to reflect the wonderful relationship between the owners and their dogs. Through the personification and cartoonishment of the dog, classified the packaging and related visual images by turning the dogs into emperors of different ages along with the creative combination between Chinese culture and functional categories.
Project Duration: The project started in Hangzhou, China and Dalian China from November 2018 to April 2019.
Operation Flow: Compared with other similar brands, 'Zhen hao e' is vivid and interesting because it distinguishes medium/large dogs from small ones by caricaturing the dogs. Furthermore, designer use various color to differentiate dog food and dog snacks in order to make the product packaging more intuitive, resonating with consumers.