Snack Sephuthelo by Kazuo Fukushima and Haruka Takeuchi

Snack Sephuthelo by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2025 Moputso oa Boronse oa A' Design Award in Moralo wa Phuthelo Competition Category.

BoronsePhuthelo· 2025

Snack Sephuthelo

by Kazuo Fukushima and Haruka Takeuchi

Client: Dali Foods

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

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Verified Award Winner
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Colors

The Design

About Snack Sephuthelo

Phetoho ya sephuthelo sa dijo tse nyenyane e fetola boitsebiso ba pono ba Haochidian, letshwao le tsejwang hantle la kgwebo la Machaena la dijo tse nyenyane. Moralo o gatelela mokgwa wa sejoale-joale o bapalang ka ditlhaku tse matla, letshwao la pososelo le emetsang thabo, le dipono tse fofalang tse totobatsang sebopeho se omietseng. Mebala e ikgethileng e fapantsha tatso ka nngwe bakeng sa ho lemohwa habonolo le kgahlo e matla lebenkeleng. Dintlha tse hatetsweng le kgatiso ya UV e totobetsang di eketsa pokello e utloahalang ka ho ama, e ntle, e matlafatsang boikopanyo ba bareki. Ka ho leka-lekanya setso le sejoale-joale, sephuthelo se kgahla bobedi bareki ba botšepehi le ba bacha.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Snack Sephuthelo ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Snack Sephuthelo e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Snack Sephuthelo e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

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