2021 Bits
牛年紅包設計

Type / Packaging
Client / AAOO Studio
Designer / Louis Chiu



在中華文化圈中,新年除了象徵著新的開始,同時也代表著要對過去一年進行反思以迎接新的挑戰。

“牛”是代表2021的生肖動物,而牛在台灣的傳統文化中也擁有相當重要的地位。
在農耕社會中,人們需要大量的勞力耕作以獲得更高的作物產量,在沒有機械代勞的年代,牛所擁有的特質-耐力、勤奮、強壯,完美符合了人類的需求。為了感念牛隻的辛勞,台灣傳統社會中因此有著不食用牛肉的習慣。

在本次的紅包設計中,我們想擺脫2020年中所瀰漫的壓抑氣息並給予人們鼓勵,為此我們翻轉了單純在信封材質或圖樣上進行設計的形式,而採用結合祝福與鼓勵創作的想法進行紅包設計。

本次的紅包設計共分為紅包本體與祝福語貼紙兩個配件,紅包本體以生肖動物牛作為主題,並將其轉化為畫板的功能,使用者可撕下喜歡的祝福貼紙貼上紅包進行創作,對收到紅包的友人給予祝福。



In Chinese culture, the New Year not only symbolizes a new beginning, but also reflects on the past year to meet new challenges.


Ox is the Chinese zodiac animal of 2021, and the ox also holds an important place in Taiwan's traditional culture.

In agrarian societies, people need a lot of labor to work to achieve higher crop yields. In the absence of mechanical labor, the traits cattle possess - endurance, diligence, and strength - perfectly match human needs. In order to appreciate the hard work of cattle, it is customary in traditional Taiwanese society not to eat beef.



In this red envelope design, we want to get rid of the oppressive atmosphere pervading in 2020 and give people encouragement. For this reason, we have reversed the design form of simple envelope material or pattern, and adopted the idea of combining blessing and encouraging creation to carry out the red envelope design.
The red envelope design is divided into two parts: the red envelope itself and the blessing language sticker. The red envelope itself takes the zodiac animal ox as the theme and converts it into a drawing board. Users can tear off their favorite blessing stickers and paste them on the red envelope to create and give blessings to the friends who receive the red envelope.



 
AAOO Studio
qqlouise83@gmail.com
+886 958689679
台灣台南市永康區忠孝路76巷49弄6號