创意说明

“十二年轮”马年新春礼盒立足于东方文化中的“时间观”，将年轮、生肖与玉璧等意象整合为统一的表达系统。礼盒以“十二”对应轮回秩序，以“年轮”承接时间痕迹，使新春礼赠具备清晰的叙事基础。

设计以年轮为核心视觉语言，层层递进的环形结构不仅指向自然生长轨迹，更隐喻品牌的长期沉淀，通过由内向外的展开方式建立稳定的视觉秩序。生肖骏马被转化为奔腾跃动的形态嵌入系统，与“时间接力”的概念呼应，赋予时间流转以向前的动势，强化新年的开启感。

文化层面，引入玉璧的“圆满”意象作为精神内核，其纯粹与珍贵的象征意义被转译为温润的视觉质感。时辰、节气与四季等时间刻度被细腻融入年轮圈层，使抽象的时间在视觉动线中具体化、可阅读。整体设计实现了时间、文化与节日情绪的系统性统一，使礼盒从功能容器转变为具有秩序与深层意义的文化载体。

The "Twelve Rings" Year of the Horse gift box integrates growth rings, zodiac symbols, and jade discs into a coherent visual system rooted in the Eastern concept of time.

The concentric ring structure serves as the core design language, symbolizing both natural growth and brand heritage while establishing a stable narrative order. The zodiac horse is embedded in a dynamic, galloping stance to convey the forward momentum of a new year. Concurrently, the jade disc's symbolism of "perfection" provides a refined cultural core, translated through a smooth, premium tactile quality. By weaving scales of traditional hours, solar terms, and seasons into the circular layers, the abstract passage of time becomes readable and concrete. The design elevates the packaging from a functional container into an orderly, meaningful cultural vehicle.

创作信息

作品名称：三只松鼠 十二年轮坚果礼包装设计 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 视觉表现：董 天 插画设计：花椒的Alex 运营推广：吕 宇星 王 钰