创意说明

集鲜山品牌设计立足于在喧闹的消费语境中重塑品质感，以“健康、自然、有温度”的克制语言，从山林的质朴中汲取视觉力量。核心语义围绕“采集”这一原始行为展开，通过“集、鲜、山”的字意推演，建立了人与自然循环相遇的主题逻辑。设计以高提梁竹篮为核心视觉单元，在中式审美体系中提炼线条秩序，使上部提梁形成框景、下部肌理呼应群山，达成“篮中有山，山在篮里”的意象融合。提篮的比例关系进一步被转译为系统的视觉秩序，定义了整体包装的层级与留白，配合藤编纹理与透明开窗，让“看得见的新鲜感”从象征转化为可感的日常。

在系统的演进与落地中，单包体系通过竹篮比例的结构上演变，适配不同规格，并依托源自食材本色的自然调色盘与系统吊牌实现品类区分。礼盒设计则延续对称的中轴秩序，以红金配色平衡华贵仪式感与山野温度。最具叙事性的山林插画将六种主要食材置于真实的生态语境中，利用鎏金线条、起伏山势与松鼠形象，在深红基调上重现采集场景，赋予视觉以情感温度。集鲜山摒弃了装饰性的堆叠，通过自然形象、结构秩序与真实质感的系统生长，最终实现了包装从功能容器向自然本真的纯粹进阶。

The Jixianshan brand identity redefines quality through a restrained visual language rooted in health, nature, and warmth. Inspired by the simplicity of mountain living, the design centers on the idea of “gathering,” expressing the connection between people and nature through the meanings of “collection,” “freshness,” and “mountain.” A traditional bamboo basket becomes the core visual symbol, with structured lines and mountain textures creating the poetic image of “mountains within the basket.” Its proportions establish the overall visual order of the packaging, while woven textures and transparent windows make freshness directly visible and tangible.

Across the system, the basket structure adapts to different packaging formats, supported by ingredient-inspired color palettes and tag systems for clear category distinction. The gift box extends this language through symmetrical composition, red-and-gold tones, and detailed mountain illustrations that place ingredients within authentic natural scenes. Through natural imagery, structural clarity, and tactile textures, Jixianshan transforms packaging from a simple container into a more genuine expression of nature and freshness.

创作信息

作品名称：三只松鼠 集鲜山 品牌持有：三只松鼠 股份有限公司

遇义团队成员

原创设计：陈 义文 许 英达 谷 振 陶 宗锃 插画创作：干 丁哲 视觉表现：董 天 运营推广：王 钰 吕 宇星