Guo Nian Hao 包装 by Xiaohongshu is a highly esteemed winner of the very prestigious 2023 Željezna nagrada A' Design Award in Dizajn Pakovanja Competition Category.

ŽeljezoPakovanje· 2023

Guo Nian Hao 包装

by Xiaohongshu

Client: Xiaohongshu

Željezna nagrada A' Design Award Winner in Pakovanje Category

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Verified Award Winner

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Colors

The Design

About Guo Nian Hao 包装

Xiaohongshuova poklon kutija za Novu 2022. dolazi od legende o proljetnom festivalu. Nastavljajući tradiciju predaka, Xiaohongshu je pripremio drugačiji set svjetla, zvuka i crvenog. Pokloni uključuju noćno svjetlo za kampiranje, Halli Galli, crvene koverte i crvenu knjigu kalendara koja predstavlja Xiaohongshu. Ova poklon kutija kombinuje legende sa tri vrste poklona, stvarajući novu metodu dizajna iz tradicionalne kulture. Nada se da će izraziti dobre želje za kinesku Novu godinu i prenijeti kulturno naslijeđe na novu generaciju.

The Recognition

About the Željezna nagrada A' Design Award

Guo Nian Hao 包装 je pobjednik Željezne nagrade A' Design Award, prestižnog priznanja koje se dodjeljuje dobrim dizajnima što ispunjavaju profesionalne i industrijske zahtjeve očekivane od dobro dizajniranih kreacija. Željezni pobjednici pokazuju veliku vještinu, visoku specijalizaciju, stručno razumijevanje i kreativne kapacitete svojih stvaralaca. Očekuje se da Guo Nian Hao 包装 bude visoko cijenjena, voljena i njegovana kreacija koja je praktična i inovativna. Ovaj dizajn koji je osvojio Željeznu nagradu A' Design Award integrira najbolje industrijske prakse i ima kompetentne tehničke karakteristike povezane sa znanjem i talentom. Guo Nian Hao 包装 se poštuje zbog svoje temeljitosti i dizajniran je da pruži poboljšanja kvaliteta života koja pomažu da svijet postane bolje mjesto.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Continuing the tradition of our ancestors, Xiaohongshu have prepared a different set of "Light", "Sound", and "Red".
The gifts include a camping night light, Halli Galli, red envelopes and a red calendar book representing Xiaohongshu.
According to the records of "Nian" 's appearance, Xiaohongshu have designed a new recognizable "Nian" character for the gift box, which appears in different forms throughout the package.
Dimensions & Packaging: Width 345mm* Depth 285mm* Height 100mm
Tags: Packaging Design, Chinese new year, Gift box, Nian, Recyclable material
Production Technology: Xiaohongshu have tried our best to pick recyclable material and lightweight paper for the package. In particular, the molded trays use a natural and environment-friendly material made from bagasse.
Design Challenge: The most challenging part is to propose a young and creative concept combined with a traditional story. The packaging material and structure have been repeatedly tested to ensure they are lightweight and eco-friendly.
Research: According to the legend, there was a monster called "Nian". Every year on Lunar New Year's Eve it would come out and attack livestock and villagers. Later, people found that "Nian" was afraid of three things, namely light, sound, and red. Therefore, they prepared lanterns, firecrackers, and spring couplets on New Year's Eve, and they drove away "Nian" successfully. To celebrate a safe year, people happily went out to the streets and greeted each other with the phrase: "Guo Nian Hao(Happy New Year)!"
Inspiration: Xiaohongshu 2022 New Year gift box comes from a legend about the Spring Festival.
This Gift box passes on New Year traditions to the younger generation through an innovative combination of legends and stories.
Project Duration: The project was launched in Shanghai in JAN 2022.
Operation Flow: Gifts could only be found after tearing off the riddle sealed on the cover.
Team Members: Mengchao Lu
Chenjing Zhang
Zijian Chen
Hui Li
Tao Wen
Yiwen Xiao
Image Credits: REDstudio@Xiaohongshu,Shanghai
Ya Li, Yuqi Wang, Xiaocheng Liu