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Haochidian Snack Packaging Rebranding Marries Heritage with Contemporary Design for Broader Appeal

Fudesign, a Shanghai-based branding agency, has announced the successful rebranding of Haochidian's snack packaging, a project that began in May 2022 and concluded in January 2023. The new design, which recently received the Bronze A' Packaging Design Award for 2025, revitalizes the visual identity of the beloved Chinese snack brand by merging its rich heritage with a fresh, modern sensibility. The initiative was driven by the desire to connect with a younger, style-conscious audience while maintaining the brand's established character.

The redesigned packaging features the initials "Hcd" for a sleek, international touch, complemented by a smile icon that symbolizes joy and friendliness. Floating visuals of biscuits and ingredients highlight the product's crispy texture, while bold typography and embossed details create a dynamic shelf presence. Each flavor is distinguished by a unique color palette, making it easy for consumers to identify their favorites and enhancing overall brand recognition in both luxury supermarkets and online marketplaces.

Produced using offset printing with spot UV and embossing techniques, the packaging delivers a premium tactile experience. High-quality cardboard ensures durability and product freshness, while the color-coded system streamlines consumer choice. Fudesign's comprehensive research included market analysis, competitive benchmarking, and insights from Japanese packaging trends, enabling the team to balance tradition with innovation. Overcoming the challenge of modernizing without losing heritage, the result is a playful, engaging, and functional design that resonates with both loyal customers and new audiences.

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