Guo Nian Hao Ang 包装 by Xiaohongshu is a highly esteemed winner of the very prestigious 2023 A' Design Award na Bakal in Disenyo ng Pakete Competition Category.

BakalPakete· 2023

Guo Nian Hao Ang 包装

by Xiaohongshu

Client: Xiaohongshu

A' Design Award na Bakal Winner in Pakete Category

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Verified Award Winner

Verify Award Status for #142120

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Colors

The Design

About Guo Nian Hao Ang 包装

Ang kahon ng regalo ng 2022 New Year ni Xiaohongshu ay nagmula sa isang alamat tungkol sa Spring Festival. Sa pagpapatuloy ng tradisyon ng mga ninuno, naghanda si Xiaohongshu ng ibang set ng Light, Sound, at Red. Kasama sa mga regalo ang isang camping night light, Halli Galli, mga pulang sobre, at isang pulang aklat sa kalendaryo na kumakatawan kay Xiaohongshu. Pinagsasama ng kahon ng regalo na ito ang mga kuwento ng alamat sa tatlong uri ng mga regalo, na bumubuo ng isang bagong paraan ng disenyo mula sa tradisyonal na kultura. Umaasa itong makapagpahayag ng magandang pagbati para sa Bagong Taon ng Tsino at maipasa ang isang kultural na pamana sa bagong henerasyon.

The Recognition

About the A' Design Award na Bakal

Ang Guo Nian Hao Ang 包装 ay nagwagi ng A' Design Award na Bakal, isang prestihiyosong pagkilalang iginagawad sa mga mahuhusay na disenyong tumutugon sa mga propesyonal at pang-industriyang kinakailangang inaasahan sa mga mahusay na pagkakadisenyong likha. Ang mga nagwagi ng Bakal ay nagpapakita ng dakilang husay, mataas na espesyalisasyon, dalubhasang pag-unawa at kakayahang malikhain ng kanilang mga lumikha. Inaasahang ang Guo Nian Hao Ang 包装 ay isang lubos na pinahahalagahan, hinahangaan at minamahal na likhang praktikal at makabago. Ang disenyong ito na nagwagi ng A' Design Award na Bakal ay nagsasama ng pinakamahuhusay na kasanayan ng industriya at may mahuhusay na katangiang teknikal na may kasamang kaalaman at talento. Ang Guo Nian Hao Ang 包装 ay iginagalang dahil sa kaingatan nito at idinisenyo upang maghatid ng mga pagpapabuti sa kalidad ng buhay na tumutulong gawing mas mabuting lugar ang mundo.

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