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MENGYAO
Lumbar Support Belt
Client
MENGYAO
Service
Packaging design
Team
CD:Kevin
D:CHENG
3D:Mega
T:2024.04
MENGYAO
Service
Packaging design
Team
CD:Kevin
D:CHENG
3D:Mega
T:2024.04
Through systematic full-brand design and hit-product-oriented packaging, MENGYAO Scientific Lumbar Support Belt has successfully established highly recognizable brand visual assets in the unique channel of Douyin livestreaming. Against the backdrop of the continued explosive growth of the lumbar support belt market, in October 2024, across four major platforms—Taobao, Tmall, JD.com, and Douyin—lumbar support belts sold 2.998 million units in a single month, generating sales of RMB 195 million. With differentiated visual design and a precise channel strategy, MENGYAO quickly entered this high-growth track and built brand awareness of “scientific lumbar support” in consumers’ minds. With clear, large bold sans-serif typography, a key visual that brings the character “撑” (support) to life, and an exaggerated design approach that portrays consumers’ current conditions, MENGYAO makes its products unforgettable at a glance and has become a highly noticed scientific lumbar support brand in the Douyin livestreaming channel.
MENGYAO is a scientific lumbar support brand. Its products mainly function to support the lower back and provide a certain degree of protection for the lumbar region. The brand primarily sells through Douyin livestreaming channels, targeting consumers aged 25–40, with slightly more male consumers than female. MENGYAO is committed to providing scientific and effective lumbar support solutions for consumers such as those who sit for long periods at work and those with lumbar discomfort.
This project was to create a complete full-brand design for MENGYAO, with services covering core dimensions such as brand VI design and the product packaging system, striving to create high-standard brand and product visuals. At the early stage of the project, we fully considered that the products need to be sold through special channels such as Douyin livestreaming, and that the design format needs to follow hit-product logic and achieve differentiation in all aspects. Based on these channel characteristics, the team established three major design directions: the typeface uses clear bold sans-serif as the brand font, ensuring extremely high readability and recognition even on small mobile livestream screens. The key visual directly delivers selling-point information, bringing the character “撑” (support) to life and exaggerating the portrayal of consumers’ current condition. Through visual language, consumers immediately feel a strong sense of identification: “I need this product to help support my lower back.” The overall design follows hit-product logic, ensuring the product is unforgettable in consumers’ eyes and achieving “second-level communication” during rapid browsing in livestream rooms and fragmented browsing on e-commerce pages. Through this full-brand design system combining channel adaptability, visual impact, and hit-product logic, MENGYAO has successfully upgraded from a functional lumbar support product to a scientific lumbar support brand symbol with strong visual recognition, high channel adaptability, and clear brand positioning.
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