Snack Afifiliga by Kazuo Fukushima and Haruka Takeuchi

Snack Afifiliga by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2025 A' Design Award Apamemea in Mamanu Afifi Competition Category.

ApamemeaAfifi· 2025

Snack Afifiliga

by Kazuo Fukushima and Haruka Takeuchi

Client: Dali Foods

A' Design Award Apamemea Winner in Afifi Category

15,403

Verified Award Winner

Verify Award Status for #168316

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Snack Afifiliga

O le toe fa'ailogaina o le afifiliga mea'ai mama e suia ai le fa'ailoga va'aia o Haochidian, o se tamaoaiga mea'ai mama Saina ua mautu lelei. O le mamanu e fa'amamafa ai se auala fa'aonaponei ma fiafia ma tusitusiga malosi, o se fa'ailoga ataata e fa'ailoga ai le olioli, ma va'aiga lālavanoa e fa'ailoga ai le pa'u papa'u. O lanu eseese e fa'avasavasa ai tofo ta'itasi mo le iloa faigofie ma se manaia malosi i luga o fata. O fa'amatalaga fa'apipi'i ma le lomiga UV fa'apitoa e fa'aopopo ai se lagona tago ma le maualuga, fa'aleleia ai le fegalegaleai ma tagata fa'atau. I le paleni o tu ma aga ma le fa'aonaponei, o le afifiliga e manaia ai tagata fa'atau fa'amaoni ma talavou uma.

The Recognition

About the A' Design Award Apamemea

O le A' Design Award Apamemea na manumalo ai Snack Afifiliga, o se faamaoniga matuā mamalu e tuuina atu i mamanu ese e iloga i le fatufatuaʻi, le atamai ma le poto. O ē manumalo i le Apamemea o mea e iai le tomai atoa ma fatufatuaʻi mataʻina e faamaonia ai le poto masani tele, le mafaufau ma le atamai o tagata mamanu. E faamoemoeina Snack Afifiliga e avea ma mea e vivii tele, ua pelepelea, e iloga i le tomai faapolofesa ma mea fou. O lenei mamanu na manumalo i le A' Design Award Apamemea e tuufaatasia ai faiga sili i le faatufugaga, saienisi, mamanu ma tekonolosi ma e sili ona lelei i le mataituina o mea itiiti. Snack Afifiliga e faamalieina matagofie manaʻoga, pa i manaʻo, faalataina lagona ma faaosofia le fia iloa.

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