Zhen Hao E 狗糧包裝 by Yuchen Han is a highly esteemed winner of the very prestigious 2022 A' Design Award 鐵獎 in 包裝設計 Competition Category.

鐵包裝· 2022

Zhen Hao E 狗糧包裝

by Yuchen Han

Client: Ningbo Xuanmengzhi Trading Company Ltd.

A' Design Award 鐵獎 Winner in 包裝 Category

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Colors

The Design

About Zhen Hao E 狗糧包裝

真好意是一個為狗糧同狗零食而設計嘅包裝系列。呢個設計汲取咗中國文化嘅元素,將狗狗塑造成唔同年代嘅古代皇帝形象。喺中國,養狗嘅人成日被形容為服侍寵物嘅「官員」,呢個概念亦都貫穿咗成個插畫設計。卡通狗狗角色用嚟區分體型分類,將細型犬同中大型犬分開。唔同嘅顏色則用嚟區分狗糧同零食,令成個系列一目瞭然、易於辨識。包裝物料採用咗再造紙、瓦通紙同鋁箔袋。

The Recognition

About the A' Design Award 鐵獎

Zhen Hao E 狗糧包裝是 A' Design Award 鐵獎得主，這是授予滿足人們對設計精良的創作所期待的專業與工業要求的優良設計的聲望認可。鐵獎得主展現出其創作者的高超技藝、高度專業化、專家級的理解力和創造能力。預計Zhen Hao E 狗糧包裝將成為一件備受推崇、令人欽佩且被珍愛的創作，既實用又創新。這件贏得 A' Design Award 鐵獎的設計整合了行業最佳實踐，並擁有與專業知識和才華相結合的稱職技術特性。Zhen Hao E 狗糧包裝因其嚴謹而受到尊重，旨在提供有助於讓世界變得更美好的生活品質改善。

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.