Guo Nian Hao 包装 by Xiaohongshu is a highly esteemed winner of the very prestigious 2023 Duais Iarainn A' Design Award in Dealbhadh Pacaidh Competition Category.

IarannPacadh· 2023

Guo Nian Hao 包装

by Xiaohongshu

Client: Xiaohongshu

Duais Iarainn A' Design Award Winner in Pacadh Category

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Colors

The Design

About Guo Nian Hao 包装

Tha bogsa tiodhlac na Bliadhn’ Ùire 2022 aig Xiaohongshu a’ tighinn bho uirsgeul mu Fhèis an Earraich. A’ leantainn air adhart le traidisean nan sinnsearan, tha Xiaohongshu air seata eadar-dhealaichte de Solas, Fuaim is Dearg ullachadh. Am measg nan tiodhlacan tha solas oidhche campachaidh, Halli Galli, cèisean dearga, agus leabhar mìosachain dearg a’ riochdachadh Xiaohongshu. Bidh am bogsa tiodhlac seo a’ cothlamadh nan sgeulachdan uirsgeulach le trì seòrsaichean tiodhlacan, a’ gineadh dòigh dealbhaidh ùr bhon chultar thraidiseanta. Tha e an dòchas deagh dhùrachd a nochdadh airson na Bliadhn’ Ùire ann an Sìona agus dìleab chultarail a thoirt don ghinealach ùr.

The Recognition

About the Duais Iarainn A' Design Award

Tha Guo Nian Hao 包装 air Duais Iarainn A' Design Award a bhuannachadh, aithneachadh urramach a bheirear do dhealbhaidhean math a choinnicheas ris na riatanasan proifeiseanta is gnìomhachais a thathar a' sùileachadh bho chruthachaidhean a chaidh an dealbhadh gu math. Tha buannaichean Iarainn a' nochdadh sgil mhòr, speisealachadh àrd, tuigse eòlaiche agus comas cruthachail an luchd-cruthachaidh. Thathar an dùil gum bi Guo Nian Hao 包装 na chruthachadh air a bheil mòran meas, ion-mholta agus gràdhach a tha practaigeach agus ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Iarainn A' Design Award a' cur nan cleachdaidhean as fheàrr sa ghnìomhachas còmhla agus tha feartan teignigeach comasach aige ceangailte ri eòlas-dèanamh agus tàlant. Tha meas air Guo Nian Hao 包装 airson a dhùrachd agus chaidh a dhealbhadh gus leasachaidhean càileachd beatha a thoirt seachad a chuidicheas le bhith a' dèanamh an t-saoghail na àite nas fheàrr.

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