盒马-新春年货节 / Hema Fresh - New Year Shopping Festival
UI用户体验设计师 · 2023 · 盒马项目
盒马NB 《新春年货节》 · IP 与会场视觉设计
一句话概述:任职盒马鲜生设计中心期间,长期承接盒马 NB(邻里)社区团购业务的日常 UI 与视觉设计——以营销新模式探索、品质感氛围打造、模版与组件沉淀、IP 资产建设为四条主线,把高频运营做成可持续的设计交付与提效赋能。 职责范围：邻里新春年货节会场主 KV、活动海报、兔年盒马新春 IP 形象设计与资产延展(表情 / 动作 / 烫金边版本)、年味氛围视觉把控 核心关键词：新春 · 年货 · 年味氛围 · IP 拟人化 核心 IP：兔年盒马新春形象(盒马 IP 的兔年新春延展) 业务节点：新春年货节(春节前年货营销大促)
Summary: During the tenure at the Design Center of Hema Fresh Market, I was responsible for the daily UI and visual design of Hema's NB (neighborhood) community group-buying business - focusing on exploring new marketing models, creating a sense of quality and atmosphere, consolidating templates and components, and building IP assets. I aimed to turn frequent operations into sustainable design deliverables and efficiency-enhancing capabilities. Responsibilities: Main KV for the neighborhood New Year's Festival venue, event posters, design and asset extension of the Rabbit Year Hema New Year IP (expressions / actions / gold-edged versions), visual control of the festive atmosphere Key words: New Year · New Year Goods · Festive Atmosphere · IP Personification Core IP: Rabbit Year Hema New Year Image (extension of Hema's IP for the Rabbit Year New Year) Business Node: New Year's Goods Festival (pre-Christmas year-end marketing promotion)
背景和问题
新春到来,22 年开启新一轮业务活动项目。盒马邻里围绕开春、新春、知识、年货等热点词汇,借春节这一时间点发起新春年货节营销。这是一次以「年味氛围 + IP 心智」为核心的会场与视觉项目。 设计侧面临的核心命题不是「做一张好看的会场」,而是: IP 资产沉淀不足 — 盒马 IP 此前多作为会场点缀,缺少成体系的新春形象与可延展资产,难以在大促中持续强化心智。 年货大促同质化 — 年货节是全行业必争节点,红 + 金的视觉语言高度趋同,单靠堆砌福利信息很难做出辨识度。 可玩性与美感的平衡 — 既要把活动玩法与奖励讲清楚(信息密度),又要让用户在年味氛围里「玩得起来、记得住」(情绪密度)。
The New Year has arrived, and 22 years have ushered in a new round of business activities. Hema NeiJie, centered around hot topics such as the start of spring, the New Year, knowledge, and New Year goods, launched the New Year New Goods Festival marketing campaign during the Spring Festival. This is a venue and visual project centered around "the atmosphere of the New Year + the brand image awareness". The core issue that the design team is addressing is not "creating a beautiful venue", but: Insufficient IP asset accumulation - The Dama IP was previously mostly used as decoration at events, lacking a systematic new year image and scalable assets, making it difficult to continuously strengthen brand recognition during major promotions. Homogenization of New Year Shopping Campaigns - The New Year Shopping Festival is a key competition point for the entire industry. The visual language of red and gold is highly similar, and simply relying on stacking welfare information is unlikely to create a recognizable brand image. Balance between playability and aesthetics - It is necessary to clearly explain the activity gameplay and rewards (information density), while also enabling users to "enjoy the game and remember it" in the festive atmosphere (emotional density).
设计思路
主线策略:以兔年盒马新春 IP 为情绪锚点,用「场景化 + 拟人化」把年味做成可玩、可记、可延展的视觉资产,贯穿会场 / 海报 / IP 多触点。 IP 化(心智锚点) — 围绕开春 / 新春 / 年货热点,对盒马 IP 核心动作做深度包装,拓展出成体系的兔年新春形象,作为整个年货节的情绪与记忆载体。 场景化 + 拟人化(氛围破局) — 不止做一个站立的吉祥物,而是把 IP 放进「收红包 / 买年货 / 写福字 / 举灯笼 / 吃汤圆」等年俗场景里,用拟人化动作讲年味故事,做出同质化年货视觉里的辨识度。 资产化(可复用) — 把 IP 沉淀为可跨触点复用的资产库:表情包、动作延展、烫金边高规格版本,支撑会场、海报、后续大促的规模化套用。 作业模式(主创 + 团队) — 主创完成 IP 主形象与会场主 KV、沉淀规范后下放实习生 + 外包团队批量延展,最终由我审核把品控关。
Main strategy: Using the Hema New Year IP of the Year of the Rabbit as an emotional anchor, we will transform the festive atmosphere into a visual asset that is playable, memorable, and scalable through "scenarioization + personification", and integrate it across various touchpoints such as the venue, posters, and the IP itself. IPization (Mindset Anchoring) - Based on the spring/ New Year/ New Year's goods hotspots, deeply package the core actions of Hema IP, expand into a systematic image of the Spring Festival New Year, and use it as the emotional and memory carrier for the entire New Year goods festival. Scene-based + Personification (Atmosphere Breakthrough) - Not just creating a standing mascot, but placing the IP in "collecting red envelopes / buying New Year goods / writing couplets / holding lanterns / eating tamales" and other New Year customs scenarios, using personified actions to tell New Year stories, creating a recognizable element among the homogenized New Year goods visuals. Assetization (Reusability) - Transform the IP into an asset library that can be reused across touchpoints: emojis, action extensions, high-quality versions with gold edges, supporting the large-scale application in the venue, posters, and subsequent promotions. Work Mode (Creators + Team) - After the creators complete the main IP character and the main KV for the venue, they delegate the interns and outsourcing teams to expand it in batches. Finally, I review and control the quality.
沉淀和能力
新春 IP 资产库:兔年盒马基础形象 + 多款表情包 + 成系列场景化动作 + 烫金边高规格版本,可跨会场、海报、后续大促长期复用。 IP 拟人化 + 场景化方法论:把吉祥物升级为有人格、有年俗故事的 IP——「核心动作深度包装 → 场景化延展 → 资产化沉淀」的路径,可迁移到其他节日 IP 项目。 年味视觉语言:在红金同质化的年货赛道里,用 IP 主角 + 年俗场景做出辨识度的视觉策略。 团队作业模式:延续盒马 NB「主创定标准 → 模版 / IP 资产化下放 → 团队规模化执行 → 主创审核品控」的协同流程,支撑高频年货大促的多线交付。
New Year IP Asset Library: Basic image of Hutao in the Year of the Rabbit + Various emojis + Series of scenario-based actions + Gold-stamped high-quality version, which can be reused across venues, posters, and subsequent major promotions for a long time. IP Personification + Scenario-based Methodology: Elevate the mascot to an IP with personality and a folkloric story - the path of "in-depth packaging of core actions → extension in scenarios → assetization and sedimentation" can be applied to other festival IP projects. Visual Language of Year-End Flavor: In the red-gold homogenized food festival market, create a distinctive visual strategy with the IP protagonist + folkloric scenes. Teamwork Mode: Continues the collaborative process of Hutao NB "The main creator sets the standards → Template/IP assetization is delegated → Team-scale execution → Main creator reviews and quality control" to support multi-line delivery for frequent food festival promotions.
复盘反思
IP 资产虽已成体系,但内容化运营(表情包分发、情景化使用、跨大促叙事)可以更系统,让新春 IP 真正沉淀为长期资产而非「只在年货节出现一次」。 年货会场的「信息密度(福利)」与「情绪密度(年味 / 可玩性)」之间需要更精细的平衡,避免 IP 氛围喧宾夺主、削弱福利转化。 IP 形象与 NB 既有 IP(小河马)的关系需要厘清——是同一 IP 的新春换装还是独立形象,长期看应统一为一套可延续的品牌角色,避免「两个 IP」。 本项目偏视觉与 IP 资产沉淀,若能补齐会场点击 / 转化的真实数据,会让设计价值更可量化。
Although the IP assets have been organized into a system, content-based operations (emoticon distribution, contextual usage, cross-promotion narratives) can be more systematic, allowing the New Year IP to truly become a long-term asset rather than "appearing only once during the New Year Festival". There needs to be a more precise balance between the "information density (benefits)" and the "emotional density (yearning / playability)" of the New Year Festival venue to avoid the IP atmosphere overshadowing and weakening the conversion of benefits. The relationship between the IP image and the NB IP (Little Hippo) needs to be clarified - is it a new outfit for the same IP or an independent image. In the long run, it should be unified as a set of brand characters that can be continued, avoiding "two IPs". This project focuses more on visual elements and the accumulation of IP assets. If the actual data on clicks and conversions at the venue can be supplemented, the design value will be more quantifiable.
Damien Wang · 产品经理作品集