Snack ᱯᱮᱠᱮᱡᱤᱝ by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2025 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ in ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ Competition Category.
ᱠᱟᱥᱟᱯᱮᱠᱮᱡᱤᱝ· 2025
Snack ᱯᱮᱠᱮᱡᱤᱝ
by Kazuo Fukushima and Haruka Takeuchi
Client: Dali Foods
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ Winner in ᱯᱮᱠᱮᱡᱤᱝ Category
Verified Award Winner
Verify Award Status for #168316The Design
About Snack ᱯᱮᱠᱮᱡᱤᱝ
ᱥᱱᱮᱠ ᱯᱮᱠᱮᱡᱤᱝ ᱨᱤᱵᱨᱟᱱᱰᱤᱝ ᱫᱚ ᱢᱟᱱᱟᱣ ᱟᱠᱟᱱ ᱪᱤᱱᱤᱡᱽ ᱥᱱᱮᱠ ᱵᱨᱟᱱᱰ Haochidian ᱨᱮᱭᱟᱜ ᱧᱮᱞ ᱪᱤᱱᱦᱟᱹ ᱵᱚᱫᱚᱞ ᱠᱟᱹᱢᱤ ᱠᱟᱱᱟ᱾ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱱᱟᱶᱟ ᱡᱩᱜᱽ, ᱮᱱᱮᱡ ᱯᱟᱱᱛᱮ ᱞᱮᱠᱟᱛᱮ ᱢᱚᱴᱟ ᱴᱟᱭᱤᱯᱚᱜᱨᱟᱯᱷᱤ, ᱨᱟᱹᱥᱠᱟᱹ ᱪᱤᱱᱦᱟᱹᱣᱟᱜ ᱥᱮᱬᱟ ᱪᱤᱠᱤ, ᱟᱨ ᱠᱩᱴᱠᱩᱴ ᱨᱟᱹᱥᱠᱟ ᱩᱫᱩᱜᱚᱜ ᱞᱟᱹᱜᱤᱫ ᱪᱟᱞᱟᱜ ᱞᱮᱠᱟᱱ ᱪᱤᱛᱟᱹᱨ ᱥᱟᱶ ᱡᱚᱨ ᱮᱢᱟ᱾ ᱵᱷᱮᱜᱟᱨ ᱵᱷᱮᱜᱟᱨ ᱨᱚᱝ ᱵᱟᱪᱷᱟᱣ ᱫᱚ ᱡᱚᱛᱚ ᱥᱟᱫ ᱞᱟᱹᱜᱤᱫ ᱟᱞᱜᱟ ᱪᱤᱱᱦᱟᱹ ᱮᱢᱟ ᱟᱨ ᱫᱚᱠᱟᱱ ᱨᱮ ᱱᱟᱯᱟᱭ ᱧᱮᱞᱚᱜᱼᱟ᱾ ᱩᱥᱩᱞ ᱪᱤᱱᱦᱟᱹ ᱟᱨ ᱥᱯᱚᱴ UV ᱪᱷᱟᱯᱟ ᱫᱚ ᱥᱟᱱᱟᱢ ᱛᱮ ᱵᱟᱰᱟᱭᱚᱜ ᱟᱨ ᱥᱚᱨᱮᱥ ᱥᱟᱱᱟᱢ ᱮᱢᱟ, ᱡᱟᱦᱟᱸ ᱫᱚ ᱠᱩᱠᱢᱩ ᱡᱚᱢᱚᱜ ᱴᱷᱮᱱ ᱡᱩᱲᱟᱹᱣ ᱵᱟᱲᱦᱟᱣᱟ᱾ ᱨᱤᱛ ᱱᱮᱢ ᱟᱨ ᱱᱟᱶᱟ ᱡᱩᱜᱽ ᱛᱟᱞᱟᱨᱮ ᱥᱚᱢᱟᱱ ᱫᱚᱦᱚ ᱠᱟᱛᱮ, ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱢᱟᱨᱮ ᱟᱨ ᱱᱟᱶᱟ ᱠᱤᱨᱤᱧ ᱵᱮᱵᱷᱟᱨᱤᱭᱟᱹ ᱵᱟᱱᱟᱨ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱠᱩᱥᱤᱭᱟᱜ ᱠᱟᱱᱟ᱾
The Recognition
About the A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ
Snack ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱱᱟᱣᱟ ᱵᱷᱟᱵᱱᱟ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Snack ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
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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