Hao Prawns: A Fresh Take on Seasoning Packaging

Jin Zhang's Design Marries Culinary and Card Play

Breaking away from the conventional red hues that dominate the seasoning aisle, Jin Zhang's Hao Prawns packaging stands out with its pristine white backdrop, signaling a healthier choice. The packaging is not just a container but a canvas where Zhang has skillfully blended the familiar imagery of playing cards with the silhouette of crayfish. This clever association not only fosters a sense of warmth and familiarity but also ensures the product's properties are instantly recognizable, making the design both functional and memorable.

The choice of materials speaks to the brand's commitment to quality. Each packet is sealed in an aluminum foil bag, covered with a matte film for a luxurious feel. This not only preserves the seasoning's freshness but also adds a tactile dimension to the consumer's experience. The packaging dimensions of 185mm x 45mm x 256mm are meticulously chosen to optimize shelf presence and handling convenience.

From a distance, the white packaging of Hao Prawns is a beacon among the red-dominated shelves, drawing the eye with ease. The design's interplay of poker characters and crayfish is not just visually appealing but also functionally intuitive. The incorporation of the Chinese pinyin annotations for the brand's logo aids in correct pronunciation and reinforces brand recognition. The pinyin "HAO," with its added tone, doubles as a clever graphic element, reminiscent of a check mark that signifies quality and approval.

The design journey of Hao Prawns began and concluded in Wuhan, China, spanning from July to August 2023. With an anticipated launch in Hubei, China, in March 2024, the project is a testament to thorough market research and a deep understanding of consumer behavior. Zhang's exploration in supermarkets revealed the importance of color contrast and the need for distinctive, relatable elements to facilitate brand recall.

Addressing the challenge of designing for everyday use, Zhang approached the project with the consumer's perspective at the forefront. The result is a design that prioritizes health, differentiation, and ease of repurchase. This consumer-centric approach is a hallmark of Zhang's design philosophy, ensuring that the product not only meets but exceeds the expectations of its intended audience.

The Hao Prawns packaging design, a recipient of the Iron A' Packaging Design Award in 2024, is a celebration of innovation and practicality. It stands as a testament to designs that integrate industry best practices and technical finesse, delivering satisfaction and contributing to a better world through thoughtful design.