2024 Feishu New Year Gift Box飞书联名款非遗新年礼盒（字节跳动旗下）

Graphic Design 视觉设计： Misszsmm / chenziyin

字体&图形设计：chenziyin

Photography 摄影： Misszsmm / chenziyin

Film & Script 脚本 : Misszsmm

宣发： Misszsmm /chenziyin

提到非遗，你会想到什么？皇城古韵，龙凤之影，还是丝绸路上繁华的诗篇？众里寻他，在古都西安，我们找到了飞书先进客户长安大牌档。传承千年的非遗文化和先进的工作协同方式交汇，将会擦出怎样的新火花？

When it comes to intangible cultural heritage, what comes to your mind? The ancient charm of the imperial city, the shadow of dragons and phoenixes, or the flourishing verses on the Silk Road? Among the crowd, we found our advanced client, Chang'an Dapaidang, in the ancient city of Xi'an. What kind of new spark will be generated when the thousand-year-old intangible cultural heritage and advanced cooperative work methods intersect?

「飞长好」的寓意

我们与飞书的客户「长安大牌档」在「飞书」平台线上一站式协作，

将「非遗文化」以全新形式呈现制作成「飞长好」联名礼盒。

「飞长好」是“非常好”的谐音，

同时 2024 年是甲辰龙年，取飞龙在天、龙行龖龖之意。用先进的工作协同平台，

让传承千年的非遗技艺焕发生机！

The implication of "Fei Chang Hao"

We collaborated with our Lark client "Chang'an Dapaidang" on the "Lark" platform for online one-stop cooperation, transforming the "intangible cultural heritage" into a new form to create the "Fei Chang Hao" co-branded gift box.

"Fei Chang Hao" is a homophone of "very good" in Chinese,

At the same time, the year 2024 is the year of the Wood Dragon according to the Chinese zodiac, with the implications of 'the flying dragon in the sky' and 'the dragon's vigorous stride'. Using an advanced work collaboration platform,

we give the intangible cultural heritage which has been passed down for thousands of years a new lease on life!

祝大家：在新的一年里，事业高飞，身体健康，心情愉悦，一切都“飞长好”！

耀州青瓷 & 金花茯茶

兴于宋代的非遗青瓷--耀州青瓷，生于唐，盛于宋，传至今，称颂瓷界，于 2006 年被列入第一批国家级非物质文化遗产名录。

源于明清的非遗茶饮--金花茯茶，制作多达 29 道工艺，“泾阳茯砖茶制作技艺”被列入第二批国家级非物质文化遗产名录。

Yaozhou Celadon & Golden Flower Dark Tea Yaozhou Celadon, an intangible cultural heritage product that originated in the Song Dynasty, was born in the Tang Dynasty, flourished in the Song Dynasty, and has been handed down to the present day. It is highly praised in the porcelain industry and was listed in the first batch of national intangible cultural heritage list in 2006. The intangible cultural heritage tea - Golden Flower Dark Tea, originating from the Ming and Qing Dynasties, involves as many as 29 manufacturing processes. The "Jingyang Dark Brick Tea Manufacturing Skills" was listed in the second batch of national intangible cultural heritage list.

让我们来看看这套礼盒是怎么诞生的吧！

🧑🎨 Lark Design：一个月速成新春礼盒！

Let's see how this gift box was born!

🧑🎨 Lark Design: A Lunar New Year gift box accomplished in a month!

01 策略探索｜成就客户的新春礼

01 Strategy Exploration | Creating a Lunar New Year Gift for our Clients

飞书×客户：飞书与客户共赢，创立品牌联名模式文创礼品

Lark x Clients: A win-win model with Lark and its clients, establishing a co-branded creative cultural gift.

我们深入探索了与飞书客户联名的合作模式，这种模式是飞书与客户实现共赢的有效途径。

通过联名合作，不仅加深了客户与品牌之间的情感联系，还增强了商业关系的持续性，为双方带来了更多的价值和机会。

首先，与客户联名联名能够提升品牌的知名度和形象，通过与知名客户的合作，飞书与客户双方的品牌影响力可以得到进一步扩大。

其次，与客户联名联名合作还可以带来新的业务机会和收益来源。双方可以共同开发产品、服务或解决方案，满足市场需求，实现商业增长。

在设计联名合作时，我们深入思考合作的目标、策略和执行方案。双方都明确了合作的重点领域和目标受众，制定共同的品牌传播策略，确保合作的顺利进行。同时，还建立了良好的沟通和合作机制，及时解决问题，推动合作不断取得成功。

回看，与飞书客户联名开发文创礼品是一次具有商业潜力的实践，这不仅仅可以为双方带来品牌增益，还通过联名式的合作，为礼品注入更多的文化属性，最后这些都汇集成飞书与客户共同发展的助力。

春节×飞书：非遗传承的先进呈现

Lunar New Year x Lark: Advanced Presentation of Intangible Cultural Heritage

承接 2024 春节礼盒这一项目过程中，我们充分考虑了品牌属性与节日特征两大因素。基于飞书“让组织和个人更加高效愉悦”的品牌主张，我们期待着与飞书的先进客户共同合作；同时考虑到中国传统新年喜庆愉悦、传承经典的氛围，我们快速建联了在“非遗传承”领域有着先进实践的飞书客户——长安大牌档。

02 视觉聚焦｜在新春语境下延续品牌 DNA

02 Visual Focus｜Continuing the Brand DNA within the Context of Lunar New Year

以飞书标志为容器的主视觉

如何在视觉中诠释「飞长好」的礼盒主题？我们经过工艺测试，通过镂空的飞书图案结合与长安皇城相关的夔龙纹样，形成先进与非遗的碰撞。

The primary vision in the container of the Lark logo

How to interpret the theme of the "Flying Chang'an Good" gift box in visuals? After technological testing, we form a collision between modernity and intangible heritage by combining the hollowed-out Lark pattern with the Kui dragon pattern related to Chang'an Imperial City.

辅助图形：以扁平化图案呈现礼品包装

Auxiliary Graphics: Presenting gift packaging with a flat design

飞书一直以来强调“先进理念”。因此，我们用扁平化插画表达对每个选品的理解，并结合飞书飘带呈现内容物含义，让整体视觉保持现代感。

Lark has always emphasized "advanced concepts". Therefore, we express our understanding of each selected item through flat illustrations and combine it with Lark's ribbon to present the meaning of the content, keeping the overall vision modern.

03 材质与配色相得益彰，体现产品调性

03 Materials and colors complement each other, reflecting the product's tone

新春佳节处处张灯结彩，满眼飘红。对此我们希望避开春节礼盒常用的大面积红色，通过叠加多层次的红色、增加大面积留白和丰富的材质，综合传递喜庆的气息。

During the Lunar New Year, lights and decorations are everywhere, and red is the predominant color. We hope to avoid the common large-area red for New Year gift boxes, and convey a festive atmosphere by overlaying various levels of red, adding a large amount of white space, and rich materials.

以春节红为核心，寻找多种材质和配色共同演绎春节礼盒，让视觉丰富而不疲劳。

Taking the Lunar New Year red as the core, we sought various materials and color schemes to jointly interpret the Lunar New Year gift box, making the visuals rich without causing fatigue.

04 字体与排版设计，为视觉一致性保驾护航

04 Font and typography design, safeguarding visual consistency

In font design, we researched various pen-written designs and eventually customized the text for "Flying Chang'an Good". At the same time, we incorporated the application of an ink trap in both Chinese and English fonts to ensure that the title text can present clear print quality even when reduced in size.

在字体设计方面，我们研究了各种笔写设计，并最终为“飞长安好”定制了文本。同时，我们在中英文字体中加入了墨水陷阱的应用，以确保标题文本即使缩小尺寸也能呈现清晰的印刷质量。

During the design process, we also combined the typographical arrangement of the text in the main vision with the Lark logo, changing the arrangement to form a variety of visual presentations. The same arrangement method continues during the packaging typesetting process. Through typographical design, the overall gift box can ensure the consistency of the design language.

在设计过程中，我们还将主视觉中文字的排版排列与Lark标识相结合，改变排列方式形成多种视觉呈现，在包装排版过程中延续了同样的排列方式，通过排版设计，整体礼盒可以保证设计语言的一致性。

05 Continuously refining and testing from appearance to structure

Keeping the gifts lightweight is a point that needs to be considered in the gift-giving process. Lark gifts are divided into two major scenarios: "students pick up gifts by themselves" and "customers sign for express delivery". Considering the convenience of express transportation and the uncertain risks that may arise during transportation, it is necessary to comprehensively consider and balance reducing the size and weight of the gift while ensuring the value and delicacy of the gift.

05从外观到结构不断细化和测试

保持礼品轻量化是送礼过程中需要考虑的一点，Lark礼品分为“学生自取礼品”和“客户签收快递”两大场景，考虑到快递运输的便利性和运输过程中可能出现的不确定风险，需要在保证礼品价值和精致的同时，综合考虑和平衡减小礼品尺寸和重量。

Improving portability At the beginning of the gift box structure production, we calculated the precise sample size through 3D modeling; then produced a white sample to intuitively feel the size of the gift by the naked eye; and finally tested the physical model in the factory... After several rounds of back-and-forths, we finally determined the form of the gift box.

提高便携性在礼盒结构生产之初，我们通过3D建模计算出精确的样品尺寸；然后生产一个白色样品，用肉眼直观地感受礼物的大小；最后在工厂测试物理模型…经过几轮来回，我们最终确定了礼盒的形式。

Considering that it would be difficult for users to carry a gift box without handles when they deliver the gift by themselves, we customized a lightweight and environmental-friendly DuPont paper bag for each gift box. With the gift box's own carry bag, you can carry and give it away, completing the gift-giving process easily and elegantly!

考虑到用户自行送礼时，没有提手的礼盒很难携带，我们为每个礼盒定制了一个轻便environmental-friendly 的杜邦纸袋，有了礼盒自带的提包，您可以携带和赠送，轻松优雅地完成送礼流程！

Ensuring safety The porcelain in the gift is fragile, which undoubtedly brings difficulty to the design of the gift box structure and packaging. To ensure that the porcelain does not break and the gift box itself is small and compact, we have conducted multiple tests of the filler structure and multiple rounds of anti-collision tests to ensure the best unboxing experience.

确保安全礼品中的瓷器易碎，这无疑给礼盒结构和包装的设计带来了难度，为确保瓷器不破裂，礼盒本身小巧紧凑，我们对填充物结构进行了多次测试和多轮防撞测试，以确保最佳的开箱体验。