Zhen Hao E Sesebediswa sa Lijo tsa Ntja by Yuchen Han

Zhen Hao E Sesebediswa sa Lijo tsa Ntja by Yuchen Han is a highly esteemed winner of the very prestigious 2022 Moputso oa Tšepe oa A' Design Award in Moralo wa Phuthelo Competition Category.

TšepePhuthelo· 2022

Zhen Hao E Sesebediswa sa Lijo tsa Ntja

by Yuchen Han

Client: Ningbo Xuanmengzhi Trading Company Ltd.

Moputso oa Tšepe oa A' Design Award Winner in Phuthelo Category

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Colors

The Design

About Zhen Hao E Sesebediswa sa Lijo tsa Ntja

Zhen Hao E ke letoto la sesebediswa sa lijo tsa ntja le lijana tse monate tsa ntja. Moralo o ntse o hlahisa setso sa Machaena ka ho hlahisa lintja e le marena a boholo-holo a mehla e fapaneng. Naheng ya China, beng ba lintja hangata ba hlalosoa e le bahlanka ba sebeletsang liruiwa tsa bona, mme mohopolo ona o hlahisa litshwantsho tsena. Baralane ba metlae ba lintja ba bontsha sehlopha sa boholo, ba arola lintja tse nyenyane ho tse mahareng le tse kgolo. Mebala e fapaneng e arola lijo tsa ntja ho tse monate, e leng ho etsang hore lenaneo le kgone ho utlwisiswa habonolo. Ho sebediswa pampiri e sebedisitsweng hape, pampiri e ngolo-ngolo le mekotla ya foil ya aluminium.

The Recognition

About the Moputso oa Tšepe oa A' Design Award

Zhen Hao E Sesebediswa sa Lijo tsa Ntja ke mohapi oa Moputso oa Tšepe oa A' Design Award, kananelo e hlomphehang e fuoang meralo e metle e finyellang litlhoko tsa porofeshenale le tsa indasteri tse lebelletsoeng ho lintho tse hlahisitsoeng tse entsoeng hantle. Bahapi ba Tšepe ba bontša bokhoni bo boholo, bokhethehi bo phahameng, kutloisiso ea litsebi le bokhoni ba boqapi ba baqapi ba bona. Zhen Hao E Sesebediswa sa Lijo tsa Ntja e lebelletsoe ho ba ntho e hlahisitsoeng e hlomphuoang haholo, e ratoang le e ratehang, e sebetsang le e nang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Tšepe oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa ea indasteri mme o na le litšobotsi tsa theknoloji tse nang le bokhoni tse amanang le tsebo le talenta. Ka lebaka la botlalo ba eona, Zhen Hao E Sesebediswa sa Lijo tsa Ntja e tšoanelehela tlhompho mme e entsoe ho fana ka ntlafatso ea bophelo e thusang ho etsa hore lefatše le be sebaka se molemo.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: In China, usually call dog owners Chan shi guan, which Chan shi means shoveling dog excrement and Guan indicates the officials who serve the kings. This analogy inspires us to personify the dogs into the ancient emperors of different ages, and built the brand Zhen hao e. The Zhen in the brand means an emperor and the Hao e means hungriness. Zhen hao e is vivid because it distinguishes the sizes of dogs by caricaturing the dogs, and use various color to differentiate dog food and snacks to make the product packaging more intuitive.
Dimensions & Packaging: 28.5*21cm
20*30cm
20*36cm
23*40cm
Tags: Dog food, Oriental style, Package Design, Cartoon Dog
Production Technology: Recycled paper, corrugated paper, aluminium foil bag.
Design Challenge: Nowadays, people always claim that their dogs are acutally the masters at home because of meticulous treatment to the dogs. Therefore, the hardest part from designing process is to find a way to let the package design instantly resonate with potential consumers while 'Zhen hao e' also want to include Chinese cultural features.
Research: The type of research we applied is basic research, we assumed that to cleaning up dog excrement correlates with government officals at ancient times. Our research objective is to verify if the correlation exists. We communicated with Chinese elders about the ancient stories regarding dog excrement shoveling officials. The result from the conversations indicates the possible existance of the correlation. Nowadays, the name of dog excrement shoveling official has already been kinda popular online as we anticipate.
Inspiration: This is a series of packaging designs with Chinese cultural characteristics regarding dog food and snacks. In China, the dog owners are always compared to 'Excrement Shovelling Officials', which means serving the kings. It inspired designer to compare the dogs to Chinese ancient emperors in order to reflect the wonderful relationship between the owners and their dogs. Through the personification and cartoonishment of the dog, classified the packaging and related visual images by turning the dogs into emperors of different ages along with the creative combination between Chinese culture and functional categories.
Project Duration: The project started in Hangzhou, China and Dalian China from November 2018 to April 2019.
Operation Flow: Compared with other similar brands, 'Zhen hao e' is vivid and interesting because it distinguishes medium/large dogs from small ones by caricaturing the dogs. Furthermore, designer use various color to differentiate dog food and dog snacks in order to make the product packaging more intuitive, resonating with consumers.