Zhen Hao E: Dog Food Packaging with Chinese Cultural Characteristics

Design Inspired by Chinese Culture and the Relationship Between Dog Owners and Their Pets

In China, dog owners are often referred to as "Chan shi guan," which translates to "Excrement Shovelling Officials," symbolizing their role as servants to their pets. This analogy served as the foundation for the Zhen Hao E brand, which personifies dogs as ancient emperors. The brand name itself, Zhen Hao E, translates to "Emperor Hungry," further emphasizing the connection between dogs and Chinese culture. The packaging design cleverly distinguishes between different dog sizes through caricatures, while the use of various colors helps differentiate between dog food and snacks, making the packaging more intuitive and visually appealing.

The Zhen Hao E dog food packaging is made using recycled paper, corrugated paper, and aluminum foil bags. The specifications for the packaging range from 28.5*21cm to 23*40cm, catering to different product sizes and quantities.

Compared to other similar brands, Zhen Hao E stands out with its vivid and engaging packaging. The caricatures of dogs instantly resonate with consumers, while the use of colors adds a playful touch. This design successfully combines Chinese cultural elements with functional categories, creating a unique and eye-catching packaging solution.

The Zhen Hao E project was initiated in Hangzhou and Dalian, China, from November 2018 to April 2019. Extensive research was conducted to explore the correlation between dog owners and ancient government officials responsible for cleaning up dog excrement. Conversations with Chinese elders revealed the existence of stories and anecdotes supporting this correlation. The popularity of the term "Excrement Shovelling Officials" online further validated the research findings.

One of the main challenges faced during the design process was finding a way to incorporate Chinese cultural features while ensuring instant resonance with potential consumers. The design team successfully overcame this challenge by creating visually appealing packaging that captures the essence of Chinese culture and the unique relationship between dog owners and their pets.

The Zhen Hao E dog food packaging design was awarded the Iron A' Design Award in the Packaging Design category in 2022. This prestigious award recognizes well-designed, practical, and innovative creations that meet professional and industrial requirements. The Zhen Hao E packaging design stands out for its integration of industry best practices, competent technical characteristics, and its contribution to a better world.