2019 RED Moon Festival Gift Box Design

2019小红书中秋礼盒设计

TIME：2019.7 - 8

package graphic mid-autumn moon mooncake light bag box gift box

01 Key Vision | 主视觉设计

RED takes "better moon, better life" as the theme of this year's Moon Festival gift box to make the wish that the light of each of us can come together, light up each other and also light up RED.

In order to better conform to the reunion of Moon Festival, and to reflect the characteristics of RED, the main visual basic graphics (circular and rounded rectangles) are extracted from the iconic visual element "tag" in the RED community.

小红书以“月发美好”作为今年中秋礼盒的主题，希望我们每个人的光芒可以汇聚在一起，点亮彼此，点亮小红书。

为了更贴合中秋节日的团圆寓意，同时体现小红书特色，主视觉基础图形（圆形和圆角矩形）提取自小红书社区内的标志性视觉元素——tag，作为图形发想。

“Better moon, better life” symbolizes a better trend. It is the reunion of the Moon Festival, and it is increasingly looking forward to becoming a better person. In order to more accurately fit the theme of “Better moon, better life”, we also do deconstruction and reorganization on the graphics, and use the basic graphics to transform and stretch to express the diffusion and trend in the theme.

“月发美好”，象征着一种更好的趋势，是愈发期盼中秋节日的团圆，也是愈发期盼成为更好的自己和我们。为了更精准契合“月发美好”的主题，我们在图形上也做了解构和重组，用基础图形进行变形和拉伸，以表达主题中的扩散性和趋势感，即图形化“月发美好”。

The font design is also extended with round and rounded rectangles to create a rounded look that matches the graphic elements.

The color is mainly based on the color of RED, and the auxiliary color tries to be more vivid and diverse to give the Moon Festival gift box a younger visual imagination.

字体设计上，同样用圆形和圆角矩形延展而来，营造圆润丰满的观感，与图形元素相匹配。

颜色上以小红书品牌色为主，辅色尝试更加鲜明多样的撞色搭配，希望赋予中秋礼盒更年轻的视觉想象力。

02 Details｜细节和延展

"Lighting up" means letting light become a language. In the process of diffusion, communication, communication, and convergence, it carries the blessings and wishes of "better moon, better life."In order to match the theme, the gift of the Mid-Autumn Gift Box of RED is chosen to be the moon lantern. On the full moon night, the moon lantern is lit, we hope your beautiful life will be lighted too.

“点亮”意味着让光成为语言，在扩散、沟通、交流、汇聚的过程中，承载着“月发美好”的祝福与希翼。

为了契合主题，小红书的中秋礼盒的礼品中也以月球灯为主体。月圆之夜，月球灯被点亮，希望你的美好也被点亮。

△ Structure of the Moon Festival Gift Box 中秋礼盒礼品结构

△ We designed the opening on the front of the gift box and printed a smiley face and tag graphics to create a better interaction with the interior moon lantern.

我们在礼盒正面设计了开口，并印刷了笑脸和tag图形，与内部的月球灯形成更好的互动性。

The design of the inner box follows the design logic of the main vision, follows the concept of golden section, divides the block surface on the box surface, and designs the corresponding color and graphic elements for different tastes.

内盒的设计按照主视觉的设计逻辑，遵循黄金分割的概念，在盒面上进行块面分割，针对不同口味，进行相应色调与图形元素的设计。