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Horse将至 · YE4新年礼盒

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YE4 LAB
品牌设计 / 品牌策略







面对传统生肖礼盒同质化的“马到成功”宏大叙事，YE4 LAB 致力于构建一套具备温热感与专业定力的视觉语境。我们面临的核心挑战在于：如何打破“屏幕光代替自然光”的工业焦虑，利用视觉本质中的节奏与秩序，将跨越需求与创意的过程转译为“策动好事”的进行时，确立品牌作为“同路人”的情感锚点。

Facing the grand narrative of the homogenization of traditional zodiac gift boxes, YE4LAB is committed to building a set of visual context with warm feeling and professional determination. The core challenge we are facing is how to break the industrial anxiety of ‘Screen light replacing natural light’, use the rhythm and order in the visual essence to translate the process of crossing demand and creativity into the process of ‘Instigating good things’ and establish the brand as the emotional anchor of ‘Fellow travelers’.



























视觉策略：超现实马意象与赤红秩序的感官实验

· 标识逻辑：超现实拉伸的银色骏马 视觉核心由一匹经超现实拉伸处理的银色骏马构成。长线条的形体解构不仅强化了视觉的张力，更隐喻了品牌作为承载更多、跨度更广的创意平台。马背上并排安坐的舒展人物，代表了设计师与客户的共生关系——将“好事将至”的被动期待，转化为“共同骑行”的主动抵达。

· 色彩叙事：炽烈中国红与金属质感的能量共振 礼盒以极具生命爆发力的中国红作为底色，传递新年的喜庆与原生力量。通过银色金属质感的马图形进行撞色压印，在传统色彩语境中置入先锋的现代感。这种“红与银”的碰撞，旨在繁杂的视觉喧嚣里建立起一种节奏分明、走向“YES”时刻的审美定力。


Visual Strategy: A sensory experiment of surreal horse image and latosolic red order

· Logo logic: The visual core of the surreal stretched silver steed consists of a surreal stretched silver steed. The deconstruction of long lines not only strengthens the visual tension, but also metaphors the brand as a creative platform with more load and wider span. Stretching figures sitting side by side on horseback represent the symbiotic relationship between designers and customers-transforming the passive expectation of ‘Good things are coming’ into the active arrival of ‘Riding together’.

· Color narration: The energy resonance gift box with blazing China red and metallic texture uses China red with explosive life as the background color, conveying the joy and original power of the New Year. Through the contrast embossing of the horse figure with silver metallic texture, the avant-garde modernity is put into the traditional color context. This collision of ‘Red and silver’ aims to establish a kind of aesthetic strength with clear rhythm and moving towards ‘YES’ moment in the complicated visual noise.





商业价值：创意资产驱动的共盟心智沉淀

整套礼盒不仅是生肖轮转的纪念，更是 YE4LAB 品牌价值观的实态化输出。通过对“好事”谐音的巧妙重构与高质感的物料落地，品牌完成了从“服务提供方”到“文化共创者”的角色跃迁，在岁末年初的社交场域中建立起极强的品牌厚度。


Commercial Value: Creative Assets-Driven Mental Precipitation of Common Alliance

The whole set of gift boxes is not only a commemoration of the zodiac rotation, but also a realistic output of the brand values of YE4LAB. Through the ingenious reconstruction of the homonym of ‘Good things’ and the landing of high-quality materials, the brand has completed the role transition from ‘Service provider’ to ‘Cultural co-creator’, and established a strong brand thickness in the social field at the end of the year and the beginning of the year.





















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enco1995@foxmail.com
成都德必川报易园

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enco1995@foxmail.com
DoBe Sichuan Daily E-Park, Jinjiang, Chengdu

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