Guo Nian Hao 包装 by Xiaohongshu is a highly esteemed winner of the very prestigious 2023 Moputso oa Tšepe oa A' Design Award in Moralo wa Phuthelo Competition Category.

TšepePhuthelo· 2023

Guo Nian Hao 包装

by Xiaohongshu

Client: Xiaohongshu

Moputso oa Tšepe oa A' Design Award Winner in Phuthelo Category

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Colors

The Design

About Guo Nian Hao 包装

Lebokose la limpho la Xiaohongshu's 2022 la Selemo se Secha le tsoa tšōmong e mabapi le Mokete oa Selemo. Ho tsoela pele ka moetlo oa baholo-holo, Xiaohongshu o lokiselitse sehlopha se fapaneng sa Leseli, Molumo, le Bofubelu. Limpho tsena li kenyelletsa lebone la bosiu ba kampong, Halli Galli, lienfelopo tse khubelu, le buka e khubelu ea almanaka e emelang Xiaohongshu. Lebokose lena la limpho le kopanya lipale tsa tšōmo le mefuta e meraro ea limpho, ho hlahisa mokhoa o mocha oa moralo ho tsoa moetlong oa setso. E tšepa ho hlahisa litakatso tse ntle bakeng sa Selemo se Secha sa Chaena le ho fetisetsa lefa la setso ho moloko o mocha.

The Recognition

About the Moputso oa Tšepe oa A' Design Award

Guo Nian Hao 包装 ke mohapi oa Moputso oa Tšepe oa A' Design Award, kananelo e hlomphehang e fuoang meralo e metle e finyellang litlhoko tsa porofeshenale le tsa indasteri tse lebelletsoeng ho lintho tse hlahisitsoeng tse entsoeng hantle. Bahapi ba Tšepe ba bontša bokhoni bo boholo, bokhethehi bo phahameng, kutloisiso ea litsebi le bokhoni ba boqapi ba baqapi ba bona. Guo Nian Hao 包装 e lebelletsoe ho ba ntho e hlahisitsoeng e hlomphuoang haholo, e ratoang le e ratehang, e sebetsang le e nang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Tšepe oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa ea indasteri mme o na le litšobotsi tsa theknoloji tse nang le bokhoni tse amanang le tsebo le talenta. Ka lebaka la botlalo ba eona, Guo Nian Hao 包装 e tšoanelehela tlhompho mme e entsoe ho fana ka ntlafatso ea bophelo e thusang ho etsa hore lefatše le be sebaka se molemo.

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