Zhen Hao E 狗粮包装 by Yuchen Han is a highly esteemed winner of the very prestigious 2022 A' Design Award 铁奖 in 包装设计 Competition Category.

铁包装· 2022

Zhen Hao E 狗粮包装

by Yuchen Han

Client: Ningbo Xuanmengzhi Trading Company Ltd.

A' Design Award 铁奖 Winner in 包装 Category

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Colors

The Design

About Zhen Hao E 狗粮包装

"朕好饿"是一个针对狗粮与狗零食的系列包装设计。设计从中国文化中汲取灵感,将狗描绘成不同朝代的古代帝王形象。在中国,养狗人常被戏称为服侍宠物的"铲屎官",这一理念塑造了整套插画风格。卡通犬只形象用以区分体型分组,将小型犬与中大型犬加以区隔;不同色彩则区分狗粮与零食,使整个产品系列一目了然。包装材料采用再生纸、瓦楞纸及铝箔袋。

The Recognition

About the A' Design Award 铁奖

Zhen Hao E 狗粮包装是 A' Design Award 铁奖得主，这是授予满足人们对设计精良的创作所期待的专业与工业要求的优良设计的声望认可。铁奖得主展现出其创作者的高超技艺、高度专业化、专家级的理解力和创造能力。预计Zhen Hao E 狗粮包装将成为一件备受推崇、令人钦佩且被珍爱的创作，既实用又创新。这件赢得 A' Design Award 铁奖的设计整合了行业最佳实践，并拥有与专业知识和才华相结合的称职技术特性。Zhen Hao E 狗粮包装因其严谨而受到尊重，旨在提供有助于让世界变得更美好的生活品质改善。

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: In China, usually call dog owners Chan shi guan, which Chan shi means shoveling dog excrement and Guan indicates the officials who serve the kings. This analogy inspires us to personify the dogs into the ancient emperors of different ages, and built the brand Zhen hao e. The Zhen in the brand means an emperor and the Hao e means hungriness. Zhen hao e is vivid because it distinguishes the sizes of dogs by caricaturing the dogs, and use various color to differentiate dog food and snacks to make the product packaging more intuitive.
Dimensions & Packaging: 28.5*21cm
20*30cm
20*36cm
23*40cm
Tags: Dog food, Oriental style, Package Design, Cartoon Dog
Production Technology: Recycled paper, corrugated paper, aluminium foil bag.
Design Challenge: Nowadays, people always claim that their dogs are acutally the masters at home because of meticulous treatment to the dogs. Therefore, the hardest part from designing process is to find a way to let the package design instantly resonate with potential consumers while 'Zhen hao e' also want to include Chinese cultural features.
Research: The type of research we applied is basic research, we assumed that to cleaning up dog excrement correlates with government officals at ancient times. Our research objective is to verify if the correlation exists. We communicated with Chinese elders about the ancient stories regarding dog excrement shoveling officials. The result from the conversations indicates the possible existance of the correlation. Nowadays, the name of dog excrement shoveling official has already been kinda popular online as we anticipate.
Inspiration: This is a series of packaging designs with Chinese cultural characteristics regarding dog food and snacks. In China, the dog owners are always compared to 'Excrement Shovelling Officials', which means serving the kings. It inspired designer to compare the dogs to Chinese ancient emperors in order to reflect the wonderful relationship between the owners and their dogs. Through the personification and cartoonishment of the dog, classified the packaging and related visual images by turning the dogs into emperors of different ages along with the creative combination between Chinese culture and functional categories.
Project Duration: The project started in Hangzhou, China and Dalian China from November 2018 to April 2019.
Operation Flow: Compared with other similar brands, 'Zhen hao e' is vivid and interesting because it distinguishes medium/large dogs from small ones by caricaturing the dogs. Furthermore, designer use various color to differentiate dog food and dog snacks in order to make the product packaging more intuitive, resonating with consumers.