Snack Embalatge by Kazuo Fukushima and Haruka Takeuchi

Snack Embalatge by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2025 A' Design Award de Bronze in Dissènh d'Embalatge Competition Category.

BronzeEmbalatge· 2025

Snack Embalatge

by Kazuo Fukushima and Haruka Takeuchi

Client: Dali Foods

A' Design Award de Bronze Winner in Embalatge Category

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Verified Award Winner

Verify Award Status for #168316

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Colors

The Design

About Snack Embalatge

Lo rebrandatge de l'embalatge dels aperitius transforma l'identitat visuala de Haochidian, una marca chinesa d'aperitius ben establida. Lo design met l'accent sus una abòrda moderna e jogairosa amb una tipografia grassa, una icòna de sorire que simboliza l'alegria, e de visuals flotants que destacan la textura crocanta. De paletas de colors unicas diferéncian cada sabor per una reconoissença aisida e un fòrt atractiu en raion. De detalhs en relèu e una impression UV localizada apondon una tòca tactila e premium, melhorant l'implicacion del consomator. Equilibrant tradicion e modernitat, l'embalatge sedusís tant los consomators fidèls coma los mai joves.

The Recognition

About the A' Design Award de Bronze

Snack Embalatge a ganhat la distincion A' Design Award de Bronze, una reconeissença plan prestigiosa acordada a de designs excellents que se destrian per la creativitat, l'engenh e la finessa. Los ganhaires del Bronze son d'artefactes largament abils e sorprenentament creatius que provan la vasta experiéncia, l'imaginacion e l'engenhositat de lors designers. S'espèra que Snack Embalatge siá un objècte fòrça considerat, admirat e estimat, notablament professional e innovant. Aqueste design ganhaire de la distincion A' Design Award de Bronze integra las melhoras practicas de l'art, de la sciéncia, del design e de la tecnologia e es excellent per son atencion al detalh. Snack Embalatge satisfa esplendidament los besonhs, toca los desirs, encanta los sentiments e interèssa la curiositat.

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