Guo Nian Hao Packaging by Xiaohongshu |
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| DESIGN NAME: Guo Nian Hao PRIMARY FUNCTION: Packaging 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. UNIQUE PROPERTIES / PROJECT DESCRIPTION: 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. OPERATION / FLOW / INTERACTION: Gifts could only be found after tearing off the riddle sealed on the cover. PROJECT DURATION AND LOCATION: The project was launched in Shanghai in JAN 2022. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION 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. SPECIFICATIONS / TECHNICAL PROPERTIES: Width 345mm* Depth 285mm* Height 100mm TAGS: Packaging Design, Chinese new year, Gift box, Nian, Recyclable material RESEARCH ABSTRACT: 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)!" 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. ADDED DATE: 2022-06-20 14:00:08 TEAM MEMBERS (6) : Mengchao Lu, Chenjing Zhang , Zijian Chen , Hui Li, Tao Wen and Yiwen Xiao IMAGE CREDITS: REDstudio@Xiaohongshu,Shanghai Ya Li, Yuqi Wang, Xiaocheng Liu |
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NAME: Xiaohongshu PROFILE: With a mission to “inspire lives”, Xiaohongshu is a lifestyle platform that inspires people to discover and connect with a range of diverse lifestyles. Millions of users showcase their experiences on the platform daily, from cosmetics and beauty to fashion, food, travel, entertainment, fitness, and childcare, brought to life visually through a variety of formats including photos, text, videos and livestreaming. The innovative platform integrates the authentic content shared by its community with commerce, quickly becoming one of the most popular destinations for making lifestyle decisions. |
| AWARD DETAILS | |
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Guo Nian Hao Packaging by Xiaohongshu is Winner in Packaging Design Category, 2022 - 2023.· Press Members: Login or Register to request an exclusive interview with Xiaohongshu. · Click here to register inorder to view the profile and other works by Xiaohongshu. |
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