Guo Nian Hao 包装 by Xiaohongshu is a highly esteemed winner of the very prestigious 2023 A' Design Award i Jern in Emballagedesign Competition Category.

JernEmballage· 2023

Guo Nian Hao 包装

by Xiaohongshu

Client: Xiaohongshu

A' Design Award i Jern Winner in Emballage 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

Xiaohongshu's 2022 nytårsgaveæske kommer fra en legende om forårsfestivalen. Xiaohongshu fortsætter traditionen med forfædre og har forberedt et andet sæt af lys, lyd og rød. Gaverne inkluderer en campingnatlampe, Halli Galli, røde kuverter og en rød kalenderbog, der repræsenterer Xiaohongshu. Denne gaveæske kombinerer legendehistorierne med tre slags gaver, der genererer en ny designmetode fra den traditionelle kultur. Det håber at udtrykke gode ønsker for det kinesiske nytår og give en kulturel arv i arv til den nye generation.

The Recognition

About the A' Design Award i Jern

Guo Nian Hao 包装 er vinder af A' Design Award i Jern, en prestigefyldt anerkendelse, der tildeles gode designs, som opfylder de professionelle og industrielle krav, man forventer af veldesignede skabelser. Jernvinderne viser stor dygtighed, høj specialisering, ekspertforståelse og kreativ kapacitet hos deres skabere. Guo Nian Hao 包装 forventes at være en højt estimeret, beundret og kær skabelse, der er praktisk og innovativ. Dette design, der har vundet A' Design Award i Jern, integrerer branchens bedste praksis og har kompetente tekniske egenskaber knyttet til knowhow og talent. Guo Nian Hao 包装 respekteres for sin grundighed og er designet til at levere forbedringer af livskvaliteten, der er med til at gøre verden til et bedre sted.

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