Guo Nian Hao Pakaging by Xiaohongshu is a highly esteemed winner of the very prestigious 2023 A' Design Award Basi in Desain Kamasan Competition Category.

BasiKamasan· 2023

Guo Nian Hao Pakaging

by Xiaohongshu

Client: Xiaohongshu

A' Design Award Basi Winner in Kamasan Category

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Verified Award Winner

Verify Award Status for #142120

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

Colors

The Design

About Guo Nian Hao Pakaging

Kotak hadiah Tahun Baru 2022 Xiaohongshu barasal dari lagenda tentang Festival Musim Semi. Malanjuikan tradisi niniak mamak, Xiaohongshu alah manyiapkan satu set Cahaya, Bunyi, dan Merah nan balain. Hadiah-hadiah tu tamasuak lampu malam kamping, Halli Galli, amplop merah, dan buku kalender merah nan mawakili Xiaohongshu. Kotak hadiah ko mampaduakan carito lagenda jo tigo jenis hadiah, manghasilkan metode rancangan baru dari budaya tradisional. Inyo barharap untuak manyampaikkan harapan nan baik untuak Tahun Baru Cino dan manurunkan warisan budaya ka generasi baru.

The Recognition

About the A' Design Award Basi

Guo Nian Hao Pakaging adolah pamenang A' Design Award Basi, sabuah pangakuan nan bapresti nan dibarikan ka rancangan nan elok nan mamanuhi kaparluan profesional jo industri nan dipaokan dari ciptaan nan dirancang jo elok. Pamenang Basi mamparlihatkan kamahiran nan gadang, spesialisasi nan tinggi, pamahaman pakar jo kapasitas kreatif panciptanyo. Guo Nian Hao Pakaging dipaokan manjadi ciptaan nan sangaik dihormati, dikagumi jo disayangi, nan praktis jo inovatif. Rancangan nan manang Basi iko mamasukkan praktik tabaik industri jo punyo ciri teknis nan cakap nan bapautan jo ilimu jo bakaik. Guo Nian Hao Pakaging dihormati karano katalitiannyo jo dirancang untuak maningkekkan kualitas hiduik jo mambantu manjadikan dunia tampek nan labiah elok.

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