安儿乐·鲤跃龙门 纸尿裤包装设计
Anerle · Carp Jumps over dragon gate Diaper packaging design
品牌背景：
安儿乐隶属恒安集团旗下，23年专注纸尿裤行业，倾力打造国民纸尿裤品牌。秉承“更多爱创造更多欢乐”的品牌理念，致力于为宝宝提供细致、舒适、放心的产品，开创了科学、健康、现代化的婴幼儿护理新时代。
Brand Background:
Anerle is subordinate to Hengan International. It has been focusing on diaper industry for 23 years and striving to build a national diaper brand. Adhering to the brand concept of "more love creates more joy", we are committed to providing meticulous, comfortable and assured products for babies, creating a new era of scientific, healthy and modern infant care.
随着新一代消费者观念的转变与对本土文化的认可，诸多国货品牌借势，寻找新的发展契机。安儿乐作为国内纸尿裤的龙头企业，也是中国最早制造纸尿裤的品牌之一，品牌方希望在包装形象上，能更多的体现本土文化符号，结合民族文化传承，于是便有了这款“鲤跃龙门”。
With the change of the concept of the new generation of consumers and the recognition of local culture, many domestic brands try to make good use of the situation, looking for new opportunities for development. As the leading enterprise of diapers in China, Anerle is known as one of the earliest brands to manufacture diapers in China. The brand hopes that the packaging can reflect more local cultural symbols, combined with national cultural heritage, so it has this "Carp Jumps over dragon gate".
产品特征：
纸尿裤——贴身亲肤，适合低月龄活动量较小的宝宝；
弹力裤——方便灵活，适合周岁后有爬行或学步需求的宝宝；
Product features:
Diaper -- close to the skin, suitable for low months of children with less activity;
Elastic pants -- convenient and flexible, suitable for infants who need to crawl or learn to walk after one year of age;
每一对父母对宝宝的关爱与期望，都是一生相随的。因此在创作过程中，除了体现相关的典故元素之外，如何使包装形象既有产品特征的区别，又带有故事性与延续感，便成为我们思考的重点。
Every parent's love and expectations for their baby are lifelong. Therefore, in the creation process, in addition to reflecting relevant allusion elements, how to make the packaging image not only the difference of product characteristics, but also with a sense of story and continuity, has become our main focus.
最后根据产品功能的不同，纸尿裤适合低龄宝宝，包装画面定格为鲤鱼跃龙门的瞬间，而弹力裤适合周岁后活动量大的宝宝，画面则转为宝宝成长，鲤鱼越过龙门化身为龙鱼的一刻。当产品同时展示在用户面前时，即使只看包装形象，也能明显看出产品特征的区别，同时也为后续加大码产品的包装埋下伏笔。
Finally, according to the different product functions, diapers are suitable for young children. The packaging screen is fixed as the moment when carp leap over the dragon gate, while elastic pants are suitable for the children who have a lot of activities after one year of age. The screen is transformed into the moment when carp leap over the dragon gate and become arowana. When the product is displayed in front of the user at the same time, even if only looking at the packaging image, the difference in product characteristics can be clearly seen, but also foreshadowing the subsequent packaging of enlarged products.
