Snack Тутыру by Kazuo Fukushima and Haruka Takeuchi

Snack Тутыру by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2025 A' Design Award Бронза бүләге in Упаковка Дизайны Competition Category.

БронзаУпаковка· 2025

Snack Тутыру

by Kazuo Fukushima and Haruka Takeuchi

Client: Dali Foods

A' Design Award Бронза бүләге Winner in Упаковка Category

15,403

Verified Award Winner

Verify Award Status for #168316

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Snack Тутыру

Снэк тутыруының ребрендингы Haochidian дип аталган танылган кытай снэк брендының визуаль кыяфәтен үзгәртә. Дизайн заманча, шаян алымга басым ясый: калын хәреф стиле, шатлык символлаштыручы елмаю иконкасы һәм хрустящий тукыманы ассызыклаучы калкыган визуаль элементлар. Уникаль төс палитралары һәр тәмне җиңел тану һәм кибеттә көчле тартымлылык өчен аера. Күтәрелгән детальләр һәм нокта UV басма тактиль, премиум тойгы өстәп, кулланучылар катнашуын көчәйтә. Традицияләр белән заманчалык арасында баланс тотып, тутыру даими һәм яшь кулланучыларны да җәлеп итә.

The Recognition

About the A' Design Award Бронза бүләге

Snack Тутыру – A' Design Award Бронза бүләге җиңүчесе, бу иҗат, зирәклек һәм үткенлек белән аерылып торган күренекле дизайннарга бирелә торган бик абруйлы танып белү. Бронза җиңүчеләре – үз дизайнерларының киң тәҗрибәсен, фантазиясен һәм тапкырлыгын раслаучы бик остаз һәм искиткеч иҗади артефактлар. Snack Тутыру югары бәяләнгән, соклана торган һәм яратыла торган, игътибарга лаеклы профессиональ һәм яңа әйбер булыр дип көтелә. A' Design Award Бронза бүләге җиңүче бу дизайн сәнгатьтә, фәндә, дизайнда һәм технологиядә иң яхшы практиканы үз эченә ала һәм детальләргә игътибарлылыгы белән искиткеч. Snack Тутыру ихтыяҗларны искиткеч канәгатьләндерә, теләкләргә кагыла, хисләрне сокландыра һәм кызыксынуны җәлеп итә.

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