2021 Chinese New Year Gift Box Design
2021 RED CLUB 大富翁新年礼盒
TIME : 2020.12
01 Background & Inspiration | 项目背景 & 灵感来源
In 2021, Xiaohongshu designed a New Year gift box with the theme of “The classic Monopoly game” and we used six RED CLUB members as leading roles to create a joyful atmosphere for 2021 Chinese New Year. The product includes a RED CLUB Monopoly game, several red packets, and a notebook.
小红书以“经典大富翁游戏棋”为主题，将6位小红书RED CLUB成员作为主角融入大富翁游戏棋，设计了2021年新年礼盒。此次礼盒的概念是“其乐融融，团聚玩乐”，包含的产品有：RED CLUB大富翁游戏棋 、红包和日程本。
To unified the graphics and the typeface in different materials, we designed a graphic of the word「2021」 which is surrounded by our slogan——INSPIRE LIVES, and it looks like a traditional Chinese seal. We applied this graphic throughout the gift box design, representing the cheerfulness for getting together during the Chinese Spring Festival.
为了让礼盒内各个物料的图案和字体连贯统一， 我们在设计前期设计了一款「2021」字样的图形并围绕有小红书slogan —— INSPIRE LIVES ，这款看似中国传统印章的图形贯穿到了外盒包装、红包、日程本上。其他物料的元素设计上也遵循字体围绕图形的设计原则烘托团聚的气氛。
02 Elements | 元素设计
RED CLUB Monopoly game
We used RED CLUB members as the chess pieces of this Monopoly game. The illustration, which sits in the middle of the chessboard, pictures the scene of all RED CLUB members playing the Monopoly game and celebrating the Chinese New Year together. This illustration is surrounded by “RED MONOPOLY” and the word 「2021」, which is in the shape of lanterns. The illustrations around the chessboard are in a colorful,fashionable flat pop style. Hoping you and your families can get together in the new year and start a prosperous year with happiness and joy.
We used RED CLUB members as the chess pieces of this Monopoly game. The illustration, which sits in the middle of the chessboard, pictures the scene of all RED CLUB members playing the Monopoly game and celebrating the Chinese New Year together. This illustration is surrounded by “RED MONOPOLY” and the word 「2021」, which is in the shape of lanterns. The illustrations around the chessboard are in a colorful,fashionable flat pop style. Hoping you and your families can get together in the new year and start a prosperous year with happiness and joy.
RED CLUB 大富翁游戏棋
我们将小红书RED CLUB成员以棋子的形式融入经典的大富翁游戏棋中，棋盘中间绘有它们一起玩游戏棋庆祝新年的场景。字体以围绕图形的设计逻辑呈现出来，融入灯笼图形中的「2021」字样分别左右对称出现在标题两侧,体现中式团圆的视觉氛围。我们选择用色彩鲜艳的，时髦的扁平波普的插画风格来绘制棋盘外围的那些路名插画。希望大家和家人新年团聚在一起，以欢快的氛围开启红火的一整年。
我们将小红书RED CLUB成员以棋子的形式融入经典的大富翁游戏棋中，棋盘中间绘有它们一起玩游戏棋庆祝新年的场景。字体以围绕图形的设计逻辑呈现出来，融入灯笼图形中的「2021」字样分别左右对称出现在标题两侧,体现中式团圆的视觉氛围。我们选择用色彩鲜艳的，时髦的扁平波普的插画风格来绘制棋盘外围的那些路名插画。希望大家和家人新年团聚在一起，以欢快的氛围开启红火的一整年。
Red packets
The red packets were made of tactile paper and adopted a pattern UV process. These six red packets are printed with images of RED CLUB members with Chinese traditional auspicious elements (such as gold ingots, firecrackers, lanterns, and fortune trees). Each pattern is surrounded by the words 「HAPPY NEW YEAR 」 in a symmetrical form.
The red packets were made of tactile paper and adopted a pattern UV process. These six red packets are printed with images of RED CLUB members with Chinese traditional auspicious elements (such as gold ingots, firecrackers, lanterns, and fortune trees). Each pattern is surrounded by the words 「HAPPY NEW YEAR 」 in a symmetrical form.
红包
红包采用触感纸以及图案UV的工艺 。6款红包分别印有小红书RED CLUB 成员的6个形象结合6款中国传统吉祥过年元素（如元宝、鞭炮、灯笼、发财树）。图案上方依旧以对称的形式围绕有「HAPPY NEW YEAR」字样。
红包采用触感纸以及图案UV的工艺 。6款红包分别印有小红书RED CLUB 成员的6个形象结合6款中国传统吉祥过年元素（如元宝、鞭炮、灯笼、发财树）。图案上方依旧以对称的形式围绕有「HAPPY NEW YEAR」字样。
Notebook
The cover of the notebook is tactile PVC, which has a smooth texture and high durability. The inside pages are 180g ivory white papers. It contains yearly, monthly, and weekly plans.
The cover of the notebook is tactile PVC, which has a smooth texture and high durability. The inside pages are 180g ivory white papers. It contains yearly, monthly, and weekly plans.
日程本
本子的封面采用触感PVC材质，质感光滑且耐用。内页采用180g象牙白道林纸，包含2021年、月、周计划。
本子的封面采用触感PVC材质，质感光滑且耐用。内页采用180g象牙白道林纸，包含2021年、月、周计划。
03 Details | 细节
Art Director 美术指导 ：Dora
Graphic Design 视觉设计 ： 小麦 / 绘子/ FL
Photography 摄影 ： Renee (RED studio)
Film & Script 拍摄&脚本 : LI YA (RED studio)
Animation & Video Clip 动效&剪辑 ：Sheen (RED studio)
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