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

EisenVerpackung· 2023

Guo Nian Hao 包装

by Xiaohongshu

Client: Xiaohongshu

A' Design Award an Eisen Winner in Verpackung 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 & # 039;s 2022 Neijoersgeschenkbox kënnt aus enger Legend iwwer de Fréijoersfest. Fir d'Traditioun vun de Vorfahren weiderzeféieren, huet Xiaohongshu en anere Set vu Liicht, Toun a Rout virbereet. D'Geschenker enthalen e Camping Nuecht Liicht, Halli Galli, rout Enveloppen, an e roude Kalennerbuch representéiert Xiaohongshu. Dës Kaddosbox kombinéiert d'Legendgeschichten mat dräi Aarte vu Kaddoen, generéiert eng nei Designmethod aus der traditioneller Kultur. Et hofft gutt Wënsch fir dat chinesescht Neit Joer auszedrécken an eng kulturell Ierfschaft un déi nei Generatioun weiderzeginn.

The Recognition

About the A' Design Award an Eisen

Guo Nian Hao 包装 ass e Gewënner vum A' Design Award an Eisen, enger prestigiéiser Unerkennung, déi un gutt Designe vergi gëtt, déi déi professionell an industriell Ufuerderunge erfëllen, déi vu gutt gestaltene Kreatioune erwaart ginn. Eisen-Gewënner weisen déi grouss Fäegkeet, déi héich Spezialiséierung, dat Expertewëssen an d'kreativ Kapazitéit vun hire Schëpfer. Et gëtt erwaart, datt Guo Nian Hao 包装 eng héich geschätzt, bewonnert a beléifte Kreatioun ass, déi praktesch an innovativ ass. Dëst mam Eisen ausgezeechent Design integréiert déi beschte Praktike vun der Industrie a huet kompetent technesch Eegeschaften, déi mat Know-how an Talent verbonne sinn. Guo Nian Hao 包装 gëtt fir seng Grëndlechkeet respektéiert a ass gestalt, d'Liewensqualitéit ze verbesseren an ze hëllefen, d'Welt zu enger besserer Plaz ze maachen.

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