Snack 包装 by Kazuo Fukushima and Haruka Takeuchi

Snack 包装 by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2025 A' Design Award 銅獎 in 包裝設計 Competition Category.

銅包裝· 2025

Snack 包装

by Kazuo Fukushima and Haruka Takeuchi

Client: Dali Foods

A' Design Award 銅獎 Winner in 包裝 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 包装

呢次零食包装嘅品牌重塑,將老牌中式零食品牌好吃点嘅視覺形象徹底轉變。設計強調現代、活潑嘅風格,運用大膽嘅字體排版、象徵歡樂嘅笑臉圖標,以及突顯脆口質感嘅浮動視覺元素。每種口味都配以獨特嘅色彩配搭,方便消費者辨識,同時提升上架吸引力。壓紋細節同局部UV印刷工藝增添咗觸感豐富嘅高級質感,加強消費者嘅互動體驗。設計在傳統與現代之間取得平衡,同時吸引忠實顧客同年輕一代嘅目光。

The Recognition

About the A' Design Award 銅獎

Snack 包装是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Snack 包装將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Snack 包装出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

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