Temperature design - A Latter Home

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有温度的设计-阿里家书

Dear, you have an "A Latter Home" to check.

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.

在2017年底，SUMVISUAL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。

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.

The hard work is always inseparable from the support of the family, and A Latter 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.

一封家书，一席话

经过一年辛苦的工作，六万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。

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。

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.

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。

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.