Designing Hi Chef Packaging
Hi Chef by Haidilao offers a range of premium frozen ready meals that capture the authentic taste of Chinese home-style cooking in a convenient format. To strengthen shelf appeal and brand recognition, Creativeans was appointed to design a unified packaging system that reflects Haidilao’s trusted culinary heritage while appealing to modern consumers seeking quality, convenience, and authenticity.
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THE CREATIVE CHALLENGE
Hi Chef’s existing packaging lacked visual consistency and clear differentiation across its product range. The challenge was to design packaging that not only communicates rich flavour and authenticity, but also enhances visibility and recognition in the competitive frozen food category. Each pack needed to convey quality, warmth, and freshness, while adhering to Haidilao’s strong brand identity.
THE OUTCOME
We developed a modern and appetising packaging system anchored by Haidilao’s signature red and yellow palette, paired with clean layouts and authentic food photography. The refreshed design highlights each product’s hero dish with clarity and appetite appeal, supported by an intuitive information hierarchy for quick recognition. The result is a cohesive, premium-looking range that communicates both culinary excellence and everyday convenience, strengthening Hi Chef’s position as a trusted household brand in the frozen food market.
HOW WE DESIGN PACKAGING
Information Hierarchy
The Hi Chef packaging design follows a clear, intuitive order of information that enhances visibility and consumer understanding. Each pack integrates logos, icons, ingredient cues, and cooking information within a balanced grid system, ensuring instant recognition on retail shelves. Our curated copywriting and hierarchy communicate essential product details while evoking flavour and authenticity. This strategic structure not only improves shelf navigation but also reinforces Haidilao’s positioning as a premium yet accessible ready-meal brand, optimised consumer appeal.
“With Hi Chef, we fused culinary authenticity and shelf appeal by guiding the visual direction from concept to mock-up. We ensured each element spoke of Haidilao’s heritage with modern clarity. This packaging demonstrates how design can elevate brand trust and consumer delight.”
Yulia Saksen
International Brand Consultant and Co-Founder of Creativeans
"Brands that don’t evolve will disappear. In today’s changing world, what matters is how clearly your brand is positioned and how deeply it connects with the people who matter. If you’re ready to be different and want to build a brand that matters, work with us."
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