Guo Nian Hao 包装 by Xiaohongshu is a highly esteemed winner of the very prestigious 2023 A' Design Award de Ferro in Deseño de Envases Competition Category.

FerroEnvases· 2023

Guo Nian Hao 包装

by Xiaohongshu

Client: Xiaohongshu

A' Design Award de Ferro Winner in Envases Category

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Verified Award Winner
Verify Award Status for #142120

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The Design

About Guo Nian Hao 包装

A caixa de agasallo do ano 2022 de Xiaohongshu provén dunha lenda sobre o Festival da Primavera. Continuando coa tradición dos antepasados, Xiaohongshu preparou un conxunto diferente de luz, son e vermello. Os agasallos inclúen unha luz nocturna de campamento, Halli Galli, sobres vermellos e un libro de calendario vermello que representa a Xiaohongshu. Esta caixa de regalo combina as lendas con tres tipos de agasallos, xerando un novo método de deseño a partir da cultura tradicional. Espera expresar os bos desexos para o ano novo chinés e transmitir unha herdanza cultural á nova xeración.

The Recognition

About the A' Design Award de Ferro

Guo Nian Hao 包装 gañou o A' Design Award de Ferro, un recoñecemento prestixioso outorgado a bos deseños que cumpren os requisitos profesionais e industriais esperados de creacións ben deseñadas. Os gañadores Ferro demostran a gran habilidade, a alta especialización, a comprensión experta e a capacidade creativa dos seus creadores. Espérase que Guo Nian Hao 包装 sexa unha creación moi apreciada, admirada e querida que é práctica e innovadora. Este deseño gañador do A' Design Award de Ferro integra as mellores prácticas do sector e ten características técnicas competentes ligadas ao saber facer e ao talento. Guo Nian Hao 包装 é respectado pola súa minuciosidade e está deseñado para proporcionar melloras na calidade de vida que axudan a facer do mundo un lugar mellor.

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