Guo Nian Hao 包装은 by Xiaohongshu is a highly esteemed winner of the very prestigious 2023 A' Design Award 철상 in 패키징 디자인 Competition Category.

철패키징· 2023

Guo Nian Hao 包装은

by Xiaohongshu

Client: Xiaohongshu

A' Design Award 철상 Winner in 패키징 Category

10,582

Verified Award Winner

Verify Award Status for #142120

Visit Site View at A' Design Award Press Release Award Badge

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The Design

About Guo Nian Hao 包装은

Xiaohongshu의 2022년 새해 선물 상자는 봄 축제에 대한 전설에서 유래되었습니다. Xiaohongshu는 조상의 전통을 이어가며 빛, 소리, 빨간색의 다른 세트를 준비했습니다. 선물에는 캠핑용 야간등, 한리갈리, 빨간 봉투, 샤오홍슈를 대표하는 빨간 달력 책 등이 포함된다. 이 선물상자는 전설적인 이야기와 세 가지 선물을 결합하여 전통문화의 새로운 디자인 방식을 탄생시켰습니다. 중국의 설날에 대한 좋은 소망을 표현하고 새로운 세대에게 문화적 유산을 물려주기를 희망합니다.

The Recognition

About the A' Design Award 철상

Guo Nian Hao 包装은, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Guo Nian Hao 包装은, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Guo Nian Hao 包装은, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

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