Snack Gaplama by Kazuo Fukushima and Haruka Takeuchi

Snack Gaplama by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2025 A' Design Award Bürünç Baýragy in Gaplama Dizaýny Competition Category.

BürünçGaplama· 2025

Snack Gaplama

by Kazuo Fukushima and Haruka Takeuchi

Client: Dali Foods

A' Design Award Bürünç Baýragy Winner in Gaplama Category

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Verified Award Winner
Verify Award Status for #168316

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Colors

The Design

About Snack Gaplama

Atgytmalyk gaplama gaýtadan brendlemegi, köne hytaý atgytmalyk markasy bolan Haoçidianyň wizual keşbini özgerdýär. Dizaýn galyň tipografiýa, şatlygy aňlatýan ýylgyryş nyşany we gyrymsy dokusy görkezýän ýüzýän wizual elementler bilen döwrebap, oýnawaç çemeleşmä üns berýär. Aýratyn reňk paletleri her tagamy aňsat tanamak we tekjede güýçli özüne çekiji bolmak üçin tapawutlandyrýar. Göçme jikme-jiklikler we nokatly UV çap duýulýan, ýokary hilli täsir goşup, sarp edijiniň gatnaşygyny ýokarlandyrýar. Däp-dessur bilen döwrebaplylygy deňleşdirip, gaplama hem wepaly, hem-de ýaş sarp edijileri özüne çekýär.

The Recognition

About the A' Design Award Bürünç Baýragy

Snack Gaplama A' Design Award Bürünç Baýragynyň ýeňijisidir; bu döredijilik, ussatlyk we ýiti akyl bilen tapawutlanýan tapawutly dizaýnlara berilýän aşa abraýly ykrarnamadyr. Bürünç ýeňijileri dizaýnerleriniň giň tejribesini, hyýalyny we tapawutlylygyny tassyklaýan örän ussat we geň galdyryjy derejede döredijilikli eserlerdir. Snack Gaplama uly baha berilýän, haýran galynýan we söýülýän, üns çekiji derejede hünärmenlikli we täzelikçi zat bolmagy garaşylýar. A' Design Award Bürünç Baýragyny gazanan bu dizaýn sungatda, ylymda, dizaýnda we tehnologiýada iň oňat tejribeleri öz içine alýar we jikme-jiklige edýän üni bilen ajaýypdyr. Snack Gaplama zerurlyklary ajaýyp derejede kanagatlandyrýar, isleglere degýär, duýgulary özüne çekýär we gyzyklanmany çekýär.

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