最近我们团队为Nike Swoosh Puffer羽绒服在北京太古里三里屯的发布会，完成了一个特别的限量包装设计项目。这个陈列在核心展位的“银色暖勾”装置，本质上是可购买的限量产品包装。分享一些背后的设计思路。

1. 项目背景与核心目标：项目始于品牌方的需求：希望通过Seeding（产品 seeding）方式，突出新款羽绒服的核心特点——填充羽绒、特殊材质以及标志性的Swoosh勾形绗缝线。同时，传递“在路上也能保持时尚”的产品理念。

2. 设计概念：从“手套”到“手提包” 基于“取暖”和“便携”的概念，我们将包装设计成一个可穿戴、可携带的多功能物件。 造型来源：外观直接提取自羽绒服上最具辨识度的Swoosh勾线轮廓。 功能构想：初衷是一个大手套。内部设有扣手带，手可以伸入握住保暖，也可作为手提包挎在臂弯或夹在腋下，硬挺的造型使其易于携带。

3. 材质与工艺要点：为了实现既硬挺又可弯折的实用状态，我们在工艺上做了处理： 材质还原：包装表面材质尽可能还原了羽绒服的面料质感。 结构加强：内部加入了类似“龙骨”的支撑结构，确保包身饱满有型，不易变形，同时不占用过多收纳空间。

4. 内容物与可持续性：包装内包含银色羽绒服本体，以及特别设计的周边：一个简约的精灵造型玩偶，和一件1：1还原羽绒服细节的玩偶服装（确保与Labubu等标准尺寸潮玩兼容）。 这个包装本身，是我们对可持续设计的一次实践。通过放弃传统纸盒，打造一个坚固、可重复使用的功能性包袋，使其成为穿搭的一部分，延长了包装的生命周期，避免了过度包装。

5. 营销触点整合：这个包装在营销中扮演了多重角色： 展陈核心：作为发布会现场的C位装置。 打卡道具：为KOL和消费者提供了丰富的互动和内容创作素材。 话题载体：其独特的设计本身就能引发讨论。 目前该限量套装已在北京、上海、成都及首尔等地上架，数量有限。

Recently, our team completed a special limited-edition packaging design project for the launch of the Nike Swoosh Puffer jacket at Beijing's Sanlitun Taikoo Li. This “Silver Warm Swoosh” installation, displayed at the core exhibition space, is essentially the packaging for the limited-edition product available for purchase. Here's a glimpse into the design thinking behind it.

1. Project Background & Core Objectives: The project originated from the brand's request to highlight the new puffer jacket's key features—down filling, special materials, and the iconic Swoosh-shaped quilting—through product seeding. Simultaneously, it aimed to convey the product philosophy of “staying stylish on the go.”

2. Design Concept: From “Glove” to “Handbag” Guided by warmth and portability, we designed the packaging as a wearable, portable multifunctional object. Form Inspiration: The silhouette directly references the jacket's most recognizable Swoosh curve. Functional Vision: Originally conceived as an oversized glove. An internal wrist strap allows hands to be tucked in for warmth, or the bag can be carried under the arm or tucked under the armpit. Its structured shape ensures easy portability.

3. Material and Crafting Highlights: To achieve both structure and flexibility, we implemented the following techniques:

Material Replication: The packaging surface closely replicates the fabric texture of the down jacket. Structural Reinforcement: An internal “spine-like” support structure ensures the bag maintains its full shape and form without deformation, while minimizing storage space.

4. Contents and Sustainability: The packaging contains the silver down jacket itself, along with specially designed accessories: a minimalist elf-shaped doll and a doll outfit replicating the jacket's details at a 1:1 scale (Ensuring compatibility with standard-sized collectibles like Labubu). This packaging itself represents our practice in sustainable design. By abandoning traditional cardboard boxes, we created a sturdy, reusable functional bag that becomes part of the outfit, extending the packaging's lifecycle and avoiding excessive packaging.

5. Integrated Marketing Touchpoints: This packaging serves multiple roles in marketing: Display Centerpiece: As the focal installation at launch events. Photo Prop: Providing rich interactive and content creation material for KOLs and consumers. Conversation Starter: Its unique design inherently sparks discussion. This limited-edition set is now available in Beijing, Shanghai, Chengdu, and Seoul, with quantities strictly limited.