马年香薰礼盒全案

项目丨PROJECT

金安送福全案设计/2026.04.02

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服务丨SERVICE

品牌定位/品牌命名/LOGO/VI设计/产品设计

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设计丨DESIGN

祥博XIANGBO

金安送福，以“鞍”寄“安”，重构马年礼赠的情感内核。

本案从东方文化中“马”的精神象征出发，以“进取”与“安定”的双重意涵为核心，将生肖礼盒由表层的节庆符号延展为更具情绪价值与文化温度的当代表达。设计上以双马图腾建立视觉识别，以香薰体验承接节日仪式感，并通过现代设计语言重新演绎传统寓意，使礼盒既具新年氛围，也具日常陪伴的情感属性。我们希望借由这一作品，让传统文化以更轻盈、更贴近当代生活的方式被重新感知，让祝福从“送福”进一步走向“送安”。

Jin An brings blessings, using the character "an" to convey the meaning of "peace". This reinterprets the emotional core of the gift offerings in the Year of the Horse.

This case starts from the spiritual symbol of "horse" in Eastern culture, with "aggressiveness" and "stability" as its core connotations. It extends the zodiac gift box from the superficial festival symbol to a contemporary expression with greater emotional value and cultural warmth. In the design, the double horse totem is used to establish visual recognition, the aroma experience is used to carry the sense of festival ritual, and the traditional meaning is reinterpreted through modern design language, making the gift box not only have the New Year atmosphere but also possess the emotional attribute of daily companionship. We hope that through this work, traditional culture can be reperceived in a lighter and more closely related to contemporary life manner, and that the blessing will further move from "bestowing blessings" to "bestowing peace".