背景: 北京艺术基金会、阿里健康在焦作市修武县创建了大南坡艺术中心,致力于帮助留守儿童们艺术教育与 艺术梦想的保护,我们被邀请成为这次公益活动的设计师,这套系列的包装将拿出销售的10%作为资助 资金,再为留守儿童的公益事业助力。 创意: 1、客户给了大量留守孩子们的绘画,但可用的图画并不多。受制于素材,需要将现有的素材进行概念包 装。在孩子的绘画中仅有长劲鹿与大象达到了可设计的程度。那么整个口罩包装为亲子款,我们提炼了动 物给人的印象,将大象的稳重比喻成父亲,长颈鹿的温顺比喻成妈妈,再基于孩子的绘制风格绘制了一只 活泼的兔子比喻小朋友。并以“我们各有所长”来比喻一个完整友爱的三口之家。 2、为了让插图更亲民,更能表达主题性,也为了更好的描绘“儿童感”,整个插图采用了很 顿挫的笔触来模 仿孩子在绘画时候的生疏。 结果: 通过阿里药房线下推广、线上各大社交媒体平台、北京艺术基金会联合多家媒体,浏览突破2000w,阿里 大药房线上的各个平台的月销售总额达到了8w件左右,并登录阿里U设计周。
BACKGROUND: The Beijing Art Foundation, as well as Ali Health, have established the Dananpo Arts Center in Xiuwu County, Jiaozuo City, dedicated to protecting the art education and artistic dreams of left-behind children. We were invited to be the designer of this charity project, and 10% of the sales from the packaging of this series will be used as sponsorship funds to support the well-being of left-behind children. IDEA: 1、The client provided many children’s drawings, but there were not many that could be used. Under these constraints, we needed to package the existing materials conceptually. Only the giraffe and elephant drawings were suitable for designing. We designed the mask packaging as a parent-child collaboration line, emphasizing the impression that animals leave on people. The elephant’s seriousness was compared to that of a father, the giraffe’s gentleness was compared to that of a mother, and the child’s drawing style was captured through the playful rabbit, representing the children in the family. The phrase “We have our own strengths” was used to describe a complete and loving family of three. 2、To make the overall illustration more approachable and better express the theme, and to portray a sense of childlike innocence, we used irregular brushstrokes to mimic the unskil- led style of a child’s drawing. RESULTS: Through offline promotion by Ali Pharmacy, various major social media platforms online, and cooperation with Beijing Art Foundation and multiple media outlets, the number of views exceeded 20 million. The monthly total sales of various platforms of Ali Pharmacy online reached around 80,000 items, and it was also featured in Ali U Design Week.