Snack Kuphatiiza by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2025 Mphoto ya Bronze ya A' Design Award in Mapangidwe a Mapaketi Competition Category.
BronzeMapaketi· 2025
Snack Kuphatiiza
by Kazuo Fukushima and Haruka Takeuchi
Client: Dali Foods
Mphoto ya Bronze ya A' Design Award Winner in Mapaketi Category
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- Verified Award Winner
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The Design
About Snack Kuphatiiza
Kukonzanso mawonekedwe a kuphatiiza kwa zakudya za Haochidian kumasintha chizindikiro cha kampani yodziwika bwino yaku China. Kapangidwe kake kakwezimira njira yamakono, yosangalatsa yokhala ndi malemba olimba mtima, chizindikiro cha kumwetulira chomwe chikuyimira chisangalalo, ndi zithunzi zowuluka zomwe zimaonekereza kukhudzika kwake kouma. Mitundu yapadera imasiyanitsa kununkhira kulikonse kuti kuzindikirike mosavuta komanso kukongola kwambiri pasitofu. Zosiyana zokwezedwa ndi kusindikiza kwa UV kumawonjezera kukhudza kwapamwamba komanso kwamtengo wapatali, kukulitsa kugwirizana ndi ogula. Kuyerekeza miyambo ndi zamakono, phukusilo limakopa ogula okhulupirika komanso achinyamata.
The Recognition
About the Mphoto ya Bronze ya A' Design Award
Snack Kuphatiiza ndi mmodzi mwa opambana a Mphoto ya Bronze ya A' Design Award, kuzindikirika kolemekezeka kwambiri komwe kumaperekedwa kwa mapangidwe abwino kwambiri omwe amaonekera ndi luso lolenga, kuchenjera ndi nzeru zakuthwa. Opambana a Bronze ndi zinthu zaluso kwambiri ndi zolenga modabwitsa zomwe zimatsimikizira zochitika zazikulu, kulingalira ndi kuchenjera kwa opanga awo. Snack Kuphatiiza akuyembekezeka kukhala chinthu choyamikiridwa, chosirira ndi chokondedwa, chaukatswiri wapadera ndi chatsopano. Mapangidwe opambana Mphoto ya Bronze ya A' Design Award awa amaphatikiza machitidwe abwino kwambiri a luso, sayansi, kapangidwe ndi ukadaulo ndipo ndi abwino kwambiri chifukwa cha kusamala kwawo zazing'ono. Snack Kuphatiiza amakwaniritsa zosowa mokongola, kukhudza zilakolako, kukopa mitima ndi kudzutsa chidwi.
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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