Haochidian’s Snack Packaging: Tradition Meets Modern Playfulness

Rebranding infuses heritage snacks with vibrant, youthful design energy

Haochidian, a snack brand with over a decade of history, recently underwent a striking visual transformation. The rebranding project aimed to bridge the gap between the brand’s rich heritage and the preferences of a younger audience. Central to the design is a playful smile icon, symbolizing joy and approachability, while vibrant colors and floating biscuit visuals inject energy and freshness into the brand’s identity.

The new packaging stands out with its modern use of the initials “Hcd,” lending an international appeal. Bold typography and embossed details enhance shelf presence, while color-coded flavors make it easy for consumers to identify their favorites. Floating images of biscuits and ingredients highlight the product’s crispy texture and quality, reinforcing Haochidian’s commitment to excellence.

Advanced printing techniques, including offset printing with spot UV and embossing, were employed to create a tactile, premium feel. High-quality cardboard ensures durability and product freshness, while the color-coded system streamlines flavor recognition. These thoughtful choices not only elevate the unboxing experience but also reflect the brand’s dedication to innovation and consumer engagement.

The design process was rooted in comprehensive research, including analysis of luxury supermarkets, internet sales competitors, and Japanese packaging trends. The team, led by Creative Director Kazuo Fukushima and Designer Haruka Takeuchi, faced the challenge of modernizing the brand without sacrificing its established character. Research highlighted the importance of bold visuals and tactile elements, guiding the team to a solution that balances tradition and modernity.

Haochidian’s rebranding has garnered industry recognition, earning a Bronze A’ Packaging Design Award in 2025. The new packaging not only revitalizes the brand’s image but also sets a benchmark for blending cultural heritage with contemporary design, making it a standout on shelves and in the hearts of consumers.

This transformation demonstrates how thoughtful design can rejuvenate a classic brand, ensuring its relevance for future generations while celebrating its storied past.