Zhen Hao E Tlazcaltilli Itlacual Chichime by Yuchen Han

Zhen Hao E Tlazcaltilli Itlacual Chichime by Yuchen Han is a highly esteemed winner of the very prestigious 2022 Mahuizolli A' Design Award Tepoztli in Tlaquimilolli Tlachihchihualiztli Competition Category.

TepoztliTlaquimilolli· 2022

Zhen Hao E Tlazcaltilli Itlacual Chichime

by Yuchen Han

Client: Ningbo Xuanmengzhi Trading Company Ltd.

Mahuizolli A' Design Award Tepoztli Winner in Tlaquimilolli Category

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Colors

The Design

About Zhen Hao E Tlazcaltilli Itlacual Chichime

Zhen Hao E ce tlamantli tlaquimilolli īpampa itlacual īhuān inecuiltōnōl chichime. In nezcayotl quimocuitlahuia in tlahtōcāyōtl Chīnah, in quinextia chichime iuhqui huehueh tlahtoqueh ītech nepapan xihuitl. Īpan Chīnah, in tētlahpiānih chichime miecpa mihtoa iuhqui tetequitihqueh in tlapaleuiah īnchichihuan, in yeh tlamantli tlanextilia in tlaixiptlayotl. Chichime tlaixiptlayotl iuhqui ilhuiltin quinextia in tepitztlazcaliztli, tlaxeloa tepitztin chichime īhuān mahcuālli-huei chichime. Nepapan tlapalli quixeloa itlacual chichime īhuān inecuiltōnōl, ic huel achi mocaqui in nepapan tlamantli. Motequitiah āmatl tlacuepāntli, āmatl coyoltic īhuān teposāmatl tlaquimilolli.

The Recognition

About the Mahuizolli A' Design Award Tepoztli

Zhen Hao E Tlazcaltilli Itlacual Chichime ca in quicuic in Mahuizolli A' Design Award Tepoztli, tlamahuizoliztli tlen momaca in cualli dizayno in quitlalia in tlen monequi ipan tequitl ihuan tlachihualiztli in quimaca in cualli tlachihualli. In quicuicah Tepoztli quinextia in hueyi tlamatiliztli, toltecayotl ihuan ihuelitiliztli intlachihuanime. Ca quinequi in Zhen Hao E Tlazcaltilli Itlacual Chichime ca tlazohtli, mahuiztic, yancuic ihuan motequiuhtia. Ni dizayno in quicuic Tepoztli quihuelitia in tlamatiliztli ihuan quipia chicahualiztli tlen tepoztli. Zhen Hao E Tlazcaltilli Itlacual Chichime quicualtia in nemiliztli ihuan quihuelitia in cemanahuac ica cualli.

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.