阿里家书2020
千山万水，温暖相逢
家书一封，在此有礼
这是我们和阿里家书合作的第三个年头了，熟悉的味道和配方，对于这封家书也有一份更多的自己情感。作为亲情的回馈和企业文化的展现，家书一直是温度先行。作为年礼连接每一个阿里家人与企业，是对每一个员工背后家人默默支持的感谢，也是对企业发展心路的展现。
每年八万份的祝福，能传递到家人手里，也让我们受感染。
在每年年末的礼盒祝福百花齐放的当下，礼盒呈现的特殊感成了大家争相打造的特点。所以我们在这次的阿里家书的设计上也做了多种尝试。一起来看看。
这几年国潮风靡，国潮风格在传统文创上面也有了不少的印象。所以国潮风也是我们第一个尝试的方向，以“千山万水”为图形背景来进行样式设计，把山水和云雾的结合，以及国潮标准红色的搭配，ip形象穿插在山水之间。 除此之外也进行过以门为方向“未来之门”开启新年的方向，试着用阳刻的线条的表现形式，以及渐变气泡的表现形式。但由于国潮红色被用得太多，在视觉上拉不出区别，所以最终我们采用了多彩分割的形式，利用阿里十几个IP形象的头部轮廓进行分割，主体色采用蓝色系占比更高，使整体利于差别于常见国潮风。
在内部礼品设计上面，这次除了延续了家书传统物件，红包春联和阿里公仔，还有阿里二十周年热气球的ip模型等，以及阿里周年年册。
从最初的规划到最后的落地，虽然风格转向差别了很大。但也是一步步探索的结果，我们希望每年能呈现出一些不一样的东西。有温度的东西。
千山万水，温暖相逢
家书一封，在此有礼
这是我们和阿里家书合作的第三个年头了，熟悉的味道和配方，对于这封家书也有一份更多的自己情感。作为亲情的回馈和企业文化的展现，家书一直是温度先行。作为年礼连接每一个阿里家人与企业，是对每一个员工背后家人默默支持的感谢，也是对企业发展心路的展现。
每年八万份的祝福，能传递到家人手里，也让我们受感染。
在每年年末的礼盒祝福百花齐放的当下，礼盒呈现的特殊感成了大家争相打造的特点。所以我们在这次的阿里家书的设计上也做了多种尝试。一起来看看。
这几年国潮风靡，国潮风格在传统文创上面也有了不少的印象。所以国潮风也是我们第一个尝试的方向，以“千山万水”为图形背景来进行样式设计，把山水和云雾的结合，以及国潮标准红色的搭配，ip形象穿插在山水之间。 除此之外也进行过以门为方向“未来之门”开启新年的方向，试着用阳刻的线条的表现形式，以及渐变气泡的表现形式。但由于国潮红色被用得太多，在视觉上拉不出区别，所以最终我们采用了多彩分割的形式，利用阿里十几个IP形象的头部轮廓进行分割，主体色采用蓝色系占比更高，使整体利于差别于常见国潮风。
在内部礼品设计上面，这次除了延续了家书传统物件，红包春联和阿里公仔，还有阿里二十周年热气球的ip模型等，以及阿里周年年册。
从最初的规划到最后的落地，虽然风格转向差别了很大。但也是一步步探索的结果，我们希望每年能呈现出一些不一样的东西。有温度的东西。
Ali family letter 2020
A warm meeting between mountains and rivers
A letter from my family, courtesy here
A warm meeting between mountains and rivers
A letter from my family, courtesy here
This is the third year that we have cooperated with Ali's family letter. We are familiar with the taste and formula, and have more feelings for this family letter. As the feedback of family affection and the display of corporate culture, family letter is always the first of temperature. As a new year's gift, it connects every Ali family with the enterprise. It is a thank to the family behind every employee for their silent support, and it also shows the development of the enterprise.
Every year, 80000 blessings can be delivered to our families and infect us.
At the end of each year, when the gift box blesses all flowers, the special feeling presented by the gift box becomes the feature that everyone strives to create. So we also made a variety of attempts in the design of Ali family letter. Come and have a look.
In recent years, the national trend is popular, and the national trend style also has many impressions on the traditional cultural creation. Therefore, Guochao style is also our first attempt direction. It takes "thousands of mountains and rivers" as the graphic background to carry out style design, combining mountains and rivers with clouds, as well as the standard red collocation of Guochao, and the IP image is interspersed between mountains and rivers. In addition to this, I have also tried to open the new year's direction with the door as the direction of "the door of the future", trying to use the expression form of the lines of the sun carving, and the expression form of the gradual bubbles. However, due to the fact that the national tide red is used too much and cannot be distinguished visually, we finally adopt the form of colorful segmentation, which uses the head outline of more than a dozen IP images of Ali for segmentation, and the main color adopts a higher proportion of blue system, which makes the overall difference from the common national tide.
In terms of internal gift design, in addition to the continuation of traditional household calligraphy objects, red envelope Spring Festival couplets and Ali dolls, there are also the IP models of Ali's 20th anniversary hot air balloons, as well as Ali's anniversary Yearbook.
From the initial planning to the final landing, although the style changes a lot. But it is also the result of step-by-step exploration. We hope to present something different every year. Something with temperature.
