海底捞·蛇年新年礼 | 礼盒包装设计礼品衍生品包装

在东方传统的智慧中，蛇亦被视为灵动的“小龙”，承载着灵慧之气。

In Eastern wisdom, the snake is revered as a spirited “little dragon,” embodying spiritual vitality.

蛇是传统文化与大众意识交织的文化符号，我们需要找到新年传统节日与海底捞品牌调性相契合的表达语境，同时在整体策略上符合海底捞新年的品牌心智「捞派新年·快乐连连」，在经过与品牌方的大量沟通后，我们取意“双龙戏珠”赋予海底捞蛇年礼盒绵延不断的祝福与“游蛇戏海”的妙趣关联。

As a cultural symbol woven through tradition and popular consciousness, we sought an expression that harmonizes New Year traditions with Haidilao's brand identity, while aligning with our overarching New Year brand positioning: “Haidilao New Year: Joy Unfolds Endlessly.” After extensive discussions with the brand, we drew inspiration from the “two dragons playing with a pearl” motif to imbue Haidilao's Year of the Snake gift boxes with enduring blessings and the playful allusion of “serpents dancing in the sea.”

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在视觉表达中我们延续了海底捞的品牌调性，规避了具象传统的蛇形意向，系列礼盒整体以朱磬红为底，缀以烫金质感，凸显出新年的礼赠场景氛围。

Visually, we maintained Haidilao's brand identity while avoiding literal snake imagery. The gift box series features a vermilion-red base accented with gold foil embossing, evoking the festive atmosphere of New Year gifting.

“双龙戏珠”的意向象征着人们对美好生活的追求，同时我们将海浪的灵感融入蛇形，在流转与停顿间构建出“游蛇戏海”的灵动意象。

The “two dragons playing with a pearl” motif symbolizes humanity's pursuit of a better life. We further integrated wave-inspired elements into the serpentine design, creating a dynamic image of “serpents playing in the sea” through fluid motion and deliberate pauses.

为强化表达海底捞「捞派新年·快乐连连」的品牌心智，我们为礼盒开发了一款动态互动装置，它不仅是礼盒中的互动游戏，更是一个微缩的快乐循环系统，将海底捞的品牌心智转化为可感知的用户体验。

To reinforce Haidilao's brand ethos of “Lucky New Year, Endless Joy,” we developed a dynamic interactive device for the gift box. More than just an in-box game, it functions as a miniature joy cycle system, transforming Haidilao's brand spirit into a tangible user experience.

｜海底捞 × 颐海国际

｜餐饮零售

｜创意策划 / 包装设计 / 插图 / 内容文案开发