Snack Baakadhaynta by Kazuo Fukushima and Haruka Takeuchi

Snack Baakadhaynta by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2025 Abaalmarinta Naxaasta ah ee A' Design Award in Naqshadeynta Xirmooyinka Competition Category.

NaxaasXirmooyin· 2025

Snack Baakadhaynta

by Kazuo Fukushima and Haruka Takeuchi

Client: Dali Foods

Abaalmarinta Naxaasta ah ee A' Design Award Winner in Xirmooyin Category

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Colors

The Design

About Snack Baakadhaynta

Dib-u-sumadeynta baakadhaynta Snack-ka ayaa beddesha aqoonsiga muuqaalka Haochidian, oo ah sumad cunto-yarad oo Shiinees ah oo si fiican u dhisan. Naqshadeedu waxay xoogga saaraysaa hab casri ah oo cayaar leh oo leh far-qoraal adag, calaamad dhoola-caddayn ah oo matalaysa farxadda, iyo muuqaallo dabaasha oo muujinaya jilicsanaanta qallalan. Midabyo gaara ah ayaa kala saaraya dhadhan kasta si loo aqoonsado si fudud iyo soo jiid raaf oo adag. Faahfaahinta kor-u-kaca iyo daabacaadda spot UV waxay ku daraan taabashada iyo tayada sare, taasoo kobcisa ku-hawlgelka macmiilka. Iyadoo isku dheellitireysa dhaqanka iyo casriyadda, baakadhayntu waxay soo jiidaysaa labadaba macaamiisha daacadda ah iyo kuwa da'da yar.

The Recognition

About the Abaalmarinta Naxaasta ah ee A' Design Award

Snack Baakadhaynta waa guuleystaha Abaalmarinta Naxaasta ah ee A' Design Award, aqoonsi sharaf sare leh oo la siiyo naqshado aan caadi ahayn oo lagu garto hal-abuur, hal-abuur cusub iyo caqli. Guuleystayaasha Naxaasta waa shaqooyin xirfad buuxda leh iyo hal-abuur yaab leh oo xaqiijiya khibrad weyn, male-awaal iyo kartida naqshadeeyayaashooda. Snack Baakadhaynta waa walax la filayo inay noqoto mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, xirfad cad leh oo hal-abuur cusub leh. Naqshadahan ku guuleystay Abaalmarinta Naxaasta ah ee A' Design Award wuxuu ku darsadaa hab-dhaqanno ugu wanaagsan farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada wuxuuna ku fiican yahay dhawrista tafaasiisha. Snack Baakadhaynta si fiican ayay u buuxisaa baahiyaha, taabataa rabitaannada, soo jiidataa dareenka kicinayaanna xiisaha aqoonta.

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