Hao Prawns Sephuthelo sa Sehlabelo by Jin Zhang

Hao Prawns Sephuthelo sa Sehlabelo by Jin Zhang is a highly esteemed winner of the very prestigious 2024 Moputso oa Tšepe oa A' Design Award in Moralo wa Phuthelo Competition Category.

TšepePhuthelo· 2024

Hao Prawns Sephuthelo sa Sehlabelo

by Jin Zhang

Client: Wuhan Sanbu Brand Design

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

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Colors

The Design

About Hao Prawns Sephuthelo sa Sehlabelo

Badiri ba moralo ba sebedisa sebaka se seholo sa bosweu ho ikgetholla ho dihlahiswa tse ding tse tshwanang, ba sebedisa motswako wa dibapadi tse tlwaelehileng tsa phokiri le kholobe ya metsi ho etsa hore bareki ba ikutlwe ba tlwaetse; Hobane ditlhaku tsa Sechaena tsa lebitso la letseno di bitsuwa hampe habonolo, moradi o ile a rala logo ya Senyesemane ya letseno a sebedisa ditlhaloso tsa pinyin ya Sechaena. Ho kenya molumo ho etsa hore ho bitsuwe lebitso la letseno hantle ho be bonolo, mme sebopuwa sa molumo se tshwana le letshwao la teko, se etsa setshwantsho se thusang bakeng sa letseno.

The Recognition

About the Moputso oa Tšepe oa A' Design Award

Hao Prawns Sephuthelo sa Sehlabelo 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. Hao Prawns Sephuthelo sa Sehlabelo 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, Hao Prawns Sephuthelo sa Sehlabelo 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: This is a series of crayfish seasoning products. Most similar products in supermarkets are mainly in red. Designers use white bags to make people's first impression of this product healthier. At the same time, they have designed an IP image. Through the combination of familiar playing cards and crayfish, people can quickly develop a sense of familiarity and understand the product properties at a glance. This combination makes the product more memorable.
Dimensions & Packaging: Width 185mm x Depth 45mm x Height 256mm
Tags: Packaging design, Hao Prawns, Seasoning, illustration, Chinese design, Wuhan Sanbu brand design
Production Technology: For better product preservation, these series of products are sealed with aluminum foil bags, with a matte film covering the surface for a more textured feel.
Design Challenge: This is a commonly used seasoning in people's daily lives, and the biggest challenge in design is not to use the designer's perspective, but to use the consumer's perspective, starting from health, differentiation, and easy to find second time purchases. So designers need to constantly play the role of consumers and ponder the psychological state of consumption.
Research: These series of products are mostly purchased by consumers in supermarkets, so designers went to many supermarkets and looked at the shelves of the same type of products. They conducted research from different perspectives, and found that in order to break through, the first thing is to have a sense of jumping in color, making it easier for people to find. In addition, it is necessary to have elements that are familiar to people but different from other brands, in order to make consumers remember.
Inspiration: This is a seasoning for stir frying crayfish. Crayfish is a favorite food among people. The designer has observed that people enjoy playing poker after eating crayfish, and the people on the cards are very familiar elements. The designer combines crayfish and poker together, making people feel familiar and friendly at first glance, and can also see the product properties at a glance.
Project Duration: The project started in Wuhan, China in July 2023 and was completed in Wuhan, China in August 2023. It is expected to be sold in Hubei, China in March 2024.
Operation Flow: On most shelves with red products, white is very easy to see, and designers use familiar poker characters and crayfish patterns that are easy to understand at a glance. At the same time, designing logo English characters in the form of Chinese pinyin annotations helps people correctly read the first rare Chinese character in the product name, which helps promote the brand. At the same time, this pinyin annotation "HAO" adds tone, becoming an auxiliary graphic for the brand.