Snack Tlaihpialoni by Kazuo Fukushima and Haruka Takeuchi

Snack Tlaihpialoni by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2025 Mahuizolli A' Design Award Bronse in Tlaquimilolli Tlachihchihualiztli Competition Category.

BronseTlaquimilolli· 2025

Snack Tlaihpialoni

by Kazuo Fukushima and Haruka Takeuchi

Client: Dali Foods

Mahuizolli A' Design Award Bronse Winner in Tlaquimilolli Category

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Colors

The Design

About Snack Tlaihpialoni

In yancuic tlaihpialoni-chihualiztli de tlaxcalli Haochidian, ce machiyotl China chicahuac, quiyancuilia in itlamachiyotl. In diseño quitequitia ce axcan nechihualiztli pahpacoliztli itech, ica amatlahtolcactli chicahuac, huetzquiliztli-ícono techilia pahpaquiliztli, ihuan imagenes ehecatoc techilia in textura cuacualahuac. Tlapalli nohqueh para nochi xocoyotl para cualli iximatilistli ihuan chicahuac tlaixpantiliztli. Detalles tlaixco ihuan impresión UV spot techtequitia ce maitl-tacto cualtzin, chicahualtia in cohuanih-participación. Ica tradición ihuan axcanidad, in tlaihpialoni techmotlacamati nochi cohuanih, pie ihuan cuicueyocmeh.

The Recognition

About the Mahuizolli A' Design Award Bronse

Snack Tlaihpialoni ca in quicuic in Mahuizolli A' Design Award Bronse, hueyi tlamahuizoliztli tlen momaca in cualli tlachihualli in motenehua ipampa yancuic tlamantli, tlamatiliztli ihuan ixtlamatiliztli. In quicuicah Bronse ca tlachihualli in quipia toltecayotl ihuan quinextia in cenca miac nemiliztli ihuan tlamatiliztli intlachihuanime. Ca quinequi in Snack Tlaihpialoni ca tlazohtli tlamantli, mahuiztic ihuan cualli. Ni dizayno in quicuic Bronse quipia cualli toltecayotl ihuan quitta in tlen tepiton. Snack Tlaihpialoni quipaquiltia in tlacah ihuan quitlamahuiztiltia in intlanequiliz.

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