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Creative Branding

阿里家书

在2017年底,SUMVISUAL很荣幸接到来自阿里巴巴集团的设计需求,需要为他们设计一款充满中国新年年味的礼盒包装。

At the end of 2017, SUMVISUAL received design requests from Alibaba Group and needed to design a gift box packaging full of Chinese New Year’s taste.

 

Role

Branding, Identity

一封家书,一席话

经过一年辛苦的工作,近八万阿里家人都会收到一份精心准备的家书,这是阿里延续了五年的传统,之后还会继续延续下去。

a book, a word

After a year of hard work, 60,000 Alibaba family members will receive a well-prepared family book, which is a five-year tradition of Alibaba Group and will continue to continue.

辛勤的工作永远离不开家人在背后的支持,阿里家书就是这样一份饱满的感谢,给阿里的家人带去温暖。“亲爱的爸妈,亲爱的爱人”这也是每一位阿里人放不下的动力。

The hard work is always inseparable from the support of the family, and A Letter Home is such a full thank you, bringing warmth to Alibaba’s family. “Dear parents, dear lover” is the driving force that every Ali can’t let go.

既然是延续了五年的传统,每一年都要求不一样,如何把一份感谢传达得年轻是阿里对这次设计的诉求,我们在与客户充分沟通后,决定把阿里要传达的感谢、未来、年轻作为主要创意核心。

Since it is a tradition that lasts for five years, each year requires different requirements. How to convey a thank-you to the young is the Alibaba Group’s appeal to this design. After fully communicating with customers, we decided to make the Alibaba Group The gratitude, future, and youth that are conveyed are the core of the main ideas.

The solution

A Letter Home is such a full thank

Alibaba Group
充满感谢的一份心意

在主礼盒的设计上我们把三个关键词分为三层,第一层用许多的感谢话语布满整个盒面,直观阳光的表达感谢,内盒上我们采用了线性插画的手法,主要围绕阿里未来感,传达企业愿景方向。

之后的红包/春联/公仔上则是用了更轻松年轻手绘图案来设计。总体色调上也是以新年气氛的红色为主,搭配了点缀的金色。

In the design of the main gift box, we divided the three keywords into three layers. The first layer used a lot of thank-you words to cover the entire box. Thanks to the expression of the intuitive sunlight. We used a linear illustration on the inner box. Alibaba Group’s sense of the future, to convey the direction of corporate vision. After the red envelope / Spring Festival / doll is designed with a more relaxed young hand-painted pattern. The overall color is also dominated by the red color of the New Year’s atmosphere, with a touch of gold.

目前八万份家书已经陆续飞到各个阿里家人的手里~

At present, 80,000 copies of home books have been flown to the hands of various Ali families.

彩蛋~

阿里官网微信“阿里味儿”直播暖心送家书——

亲,你有一封阿里家书需要查收
每年新春,近八万阿里小二都会给自己最重要的人送一份礼物。

这份礼物就是我们的阿里家书,要跟我们的家人们唠唠过去一年的大情小事,以及那些想说又不好意思说出口的“谢谢”和“我爱你”。

有一本讲阿里故事的图册。

一个萌萌哒的淘公仔,开着飞机要远行。还有新年大礼包,一个福字,一对春联,一袋红包,还有一封来自CEO的信。

前年,我们做了一个齐天大圣,去年,我们做了一群萌萌哒的小鸡。

今年我们当然不送“单身狗”啦。如果遇到爸妈和七大姑八大姨催婚,赶紧抽出小飞机后面的礼物盒,里面是我们的18周年年会视频。

陪着家人一起看看,然后聊聊我们这一年。

这是我们坚持了五年的传统,未来我们还会一直继续下去。

等大家都到家了,要和爸妈一起贴贴春联,看看阿里18岁晚会。

别把感谢留在心里,爱他们,就把爱说出来!

 

今天,很多小二纷纷在内网晒出了家人收到后的反应。

有个老爸干脆给儿子回了一封信。

有老婆给老公来了一个爱的抱抱

还有很多很多加油和鼓励:

寄出去的阿里家书,总共走了5164万公里。这个距离……甚至可以从地球到月球,打67个来回。最后的这4份阿里家书,由淘公仔亲自送出的哦。

当我们在温暖别人时,其实也在被这个世界温暖。

谢谢大家,接下来的这一年,还请多多关照。

 

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