Guo Nian Hao 包装 by Xiaohongshu is a highly esteemed winner of the very prestigious 2023 Gwobr Haearn A' Design Award in Dylunio Pecynnu Competition Category.

HaearnPecynnu· 2023

Guo Nian Hao 包装

by Xiaohongshu

Client: Xiaohongshu

Gwobr Haearn A' Design Award Winner in Pecynnu Category

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Verified Award Winner

Verify Award Status for #142120

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Colors

The Design

About Guo Nian Hao 包装

Daw blwch anrhegion Blwyddyn Newydd Xiaohongshu 2022 o chwedl am Ŵyl y Gwanwyn. Gan barhau â thraddodiad yr hynafiaid, mae Xiaohongshu wedi paratoi set wahanol o Golau, Sain a Choch. Mae'r anrhegion yn cynnwys golau nos gwersylla, Halli Galli, amlenni coch, a llyfr calendr coch yn cynrychioli Xiaohongshu. Mae'r blwch rhodd hwn yn cyfuno'r straeon chwedlonol â thri math o anrhegion, gan gynhyrchu dull dylunio newydd o'r diwylliant traddodiadol. Mae'n gobeithio mynegi dymuniadau da ar gyfer y Flwyddyn Newydd Tsieineaidd a throsglwyddo etifeddiaeth ddiwylliannol i'r genhedlaeth newydd.

The Recognition

About the Gwobr Haearn A' Design Award

Mae Guo Nian Hao 包装 yn enillydd Gwobr Haearn A' Design Award, cydnabyddiaeth fawreddog a roddir i ddyluniadau da sydd yn bodloni'r gofynion proffesiynol a diwydiannol a ddisgwylir gan greadigaethau wedi'u dylunio'n dda. Mae enillwyr Haearn yn dangos medrusrwydd mawr, arbenigedd uchel, dealltwriaeth arbenigol a gallu creadigol eu crewyr. Disgwylir i Guo Nian Hao 包装 fod yn greadigaeth uchel ei bri, a edmygir ac a anwylir, sydd yn ymarferol ac yn arloesol. Mae'r dyluniad buddugol hwn o Wobr Haearn A' Design Award yn integreiddio arferion gorau'r diwydiant ac mae ganddo nodweddion technegol cymwys wedi'u cysylltu â gwybodaeth ymarferol a dawn. Parchir Guo Nian Hao 包装 am ei drylwyredd ac fe'i dyluniwyd i ddarparu gwelliannau ansawdd bywyd sydd yn helpu i wneud y byd yn lle gwell.

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