Snack Verpakung by Kazuo Fukushima and Haruka Takeuchi

Snack Verpakung by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2025 A' Design Award an Bronze in Verpackungsdesign Competition Category.

BronzeVerpackung· 2025

Snack Verpakung

by Kazuo Fukushima and Haruka Takeuchi

Client: Dali Foods

A' Design Award an Bronze Winner in Verpackung Category

15,403

Verified Award Winner

Verify Award Status for #168316

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Snack Verpakung

D'Rebranding vun der Snack-Verpakung transforméiert d'visuell Identitéit vu Haochidian, enger etabléierter chinesescher Snackmark. D'Design betoont e modernen, spilleresche Approche mat fettgedréckte Typografie, engem Smiley-Symbol dat Freed symboliséiert, a schwiewende Visualen déi déi knuspreg Textur ervirhiewen. Eenzegaarteg Faarfpaletten ënnerscheeden all Goût fir eng einfach Erkennung a staark Präsenz am Regal. Reliéfdetailer a Spot-UV-Drock addéieren eng haptësch, hochwäerteg Note, déi d'Interaktioun mat de Konsumenten verstäerkt. D'Verpakung equilibréiert Traditioun a Modernitéit a sprëcht souwuel trei wéi och méi jonk Konsumenten un.

The Recognition

About the A' Design Award an Bronze

Snack Verpakung ass e Gewënner vum A' Design Award an Bronze, enger héich prestigiéiser Unerkennung, déi un erausragend Designe vergi gëtt, déi sech duerch Kreativitéit, Erfindungsgab a Schlauheet ausgezeechnen. Bronze-Gewënner si voll Fäegkeet a opfälleg kreativ Wierker, déi déi grouss Erfahrung, d'Fantasie an d'Ressourceréichtum vun hire Designer bestätegen. Et gëtt erwaart, datt Snack Verpakung e héich geschätzt, bewonnert a beléifte Géigestand ass, bemierkenswäert professionell an innovativ. Dëst mam Bronze ausgezeechent Design integréiert déi beschte Praktike vun der Konscht, der Wëssenschaft, vum Design an der Technologie an zeechent sech duerch Opmierksamkeet fir Detailer aus. Snack Verpakung erfëllt Bedierfnesser exzellent, beréiert Wënsch, bezauberet Gefiller an erweckt Neigierecht.

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