Snack Ìdìpọ̀ by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2025 Àmì-ẹ̀yẹ Idẹ A' Design Award in Àpẹẹrẹ Ìdìpò Competition Category.
IdẹÌdìpò· 2025
Snack Ìdìpọ̀
by Kazuo Fukushima and Haruka Takeuchi
Client: Dali Foods
Àmì-ẹ̀yẹ Idẹ A' Design Award Winner in Ìdìpò Category
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About Snack Ìdìpọ̀
Àtúnṣe àmì ìdìpọ̀ oúnjẹ ọ̀tàpà yìí ṣe àyípadà ìdánimọ̀ ojú ti Haochidian, ilé-iṣẹ́ oúnjẹ ọ̀tàpà Ṣáínà tó ti múlẹ̀. Àpẹẹrẹ náà tẹnu mọ́ ọ̀nà ìgbàlódé ati eré pẹ̀lú ìkọ̀wé tó lágbára, àmì ẹ̀rín tó ń ṣàpẹẹrẹ ayọ̀, àti àwọn àwòrán alálẹ́fọ̀ọ́ tó ń ṣe àfihàn ìmọ́lẹ̀ kírípì. Àwọn àwọ̀ àdọ́tọ̀ jẹ́ kí adùn kọ̀ọ̀kan yàtọ̀ fún ìdámọ̀ rọrùn àti ìfamọ́ra lórí pẹpẹ títatà. Àwọn àlàyé gígbéróde àti títẹ̀ UV alàyé ṣàfikún ìtọ́wọ́ àti ìdámọ̀iyebíye, tó ń mú ìfaramọ́ oníbàárà pọ̀ sí i. Pẹ̀lú ìdàpọ̀ àṣà àtẹ̀yìnwá àti ìgbàlódé, ìdìpọ̀ náà wù àwọn oníbàárà olóòtítọ́ àti àwọn ọ̀dọ́.
The Recognition
About the Àmì-ẹ̀yẹ Idẹ A' Design Award
Snack Ìdìpọ̀ jẹ́ olùborí Àmì-ẹ̀yẹ Idẹ A' Design Award, ìdánimọ̀ olókìkí gan-an tí a fún àwọn àwòṣe tó tayọ tí wọ́n yàtọ̀ nípasẹ̀ ìṣẹ̀dá, àrékérekè àti ọgbọ́n inú. Àwọn olùborí Idẹ jẹ́ àwọn ohun èlò tó ní ìjáfáfá gan-an tí wọ́n sì ní ìṣẹ̀dá tó yani lẹ́nu tí wọ́n ń ṣe ẹ̀rí ìrírí gbígbòòrò, ìrònú àti ọgbọ́n àwọn olùṣàwòṣe wọn. A retí pé Snack Ìdìpọ̀ yóò jẹ́ ohun tí a kà sí gidigidi, tí a gbóríyìn fún tí a sì nífẹ̀ẹ́, tó jẹ́ ti ọ̀jáfáfá lọ́nà tó ṣe pàtàkì tó sì ní ìmúṣẹ̀dá tuntun. Àwòṣe tó borí Àmì-ẹ̀yẹ Idẹ A' Design Award yìí ń kó àwọn ọ̀nà tó dára jùlọ nínú iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ jọ, ó sì tayọ nítorí àfiyèsí rẹ̀ sí àwọn àlàyé kékeré. Snack Ìdìpọ̀ ń tẹ́ àwọn ohun tí a nílò lọ́rùn lọ́nà àgbàyanu, ó ń fọwọ́ kan àwọn ìfẹ́ inú, ó ń gbà ọkàn ó sì ń fa ìfẹ́ láti mọ̀ mọ́ra.
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
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