Maocheng
Wholehearted Orange Year of the Dragon Gift Box
Client
Maocheng Wholehearted Orange Year of the Dragon Gift Box
Service
Packaging Design
Team
CD:Kevin
D:S、AGANG
3D:Mega
T:2023.10
Maocheng Wholehearted Orange Year of the Dragon Gift Box
Service
Packaging Design
Team
CD:Kevin
D:S、AGANG
3D:Mega
T:2023.10
MAOCHENG's "Wholehearted Orange" Year of the Dragon Gift Box stood out in the Year of the Dragon Spring Festival gift market with its precise holiday scene positioning and highly visually impactful China-Chic design. After the gift box design was launched, during the Year of the Dragon New Year goods consumption market, categories such as snack gift boxes and domestic trendy products grew rapidly; on the Douyin platform, 147 million orders of various citrus oranges were sold in a year, with transaction volume increasing by 31% year-over-year. Leveraging MAOCHENG's brand accumulation in the agricultural product gift box sector, its "So Big Navel Orange" gift box was successfully selected and promoted by top livestreamer "Crazy Little Yang Ge," who has over 100 million followers across all platforms — the "Wholehearted Orange" Year of the Dragon Gift Box, with its differentiated visual language and festive cultural connotations, successfully tapped into the Spring Festival gift-giving consumption scenario, becoming another representative work of the MAOCHENG brand in the Year of the Dragon New Year goods market.
MAOCHENG is an agricultural product brand with navel oranges as its core category. Against the backdrop of increasingly fierce competition in the traditional agricultural product gift box market, MAOCHENG continuously explores gift box innovation in holiday consumption scenarios, hoping to provide consumers with gift-giving choices that combine quality and cultural connotations at important holiday nodes such as the Spring Festival and Mid-Autumn Festival through differentiated design language.
This project is a gift box design created by MAOCHENG to celebrate the Year of the Dragon and adapt to Spring Festival gift-giving consumption scenarios. Starting from the cultural context of the Year of the Dragon Spring Festival, the core design direction of "Year of the Dragon + Orange Sentiment" was established. The main visual uses an illustrated "dragon" as the visual center of the entire layout. The dragon is a symbol of auspiciousness and nobility in traditional Chinese culture and has a natural festive resonance in the context of the Year of the Dragon Spring Festival. In terms of decorative elements, oranges are used as embellishments, which not only echo the brand MAOCHENG's navel orange category attribute but also cleverly incorporate the thematic meaning of "Wholehearted Orange": orange (sincere) heart, orange (sincere) intention. The overall visual effect is classic yet exquisite, maintaining the brand's high-quality tonality while conveying a festive and celebratory atmosphere. Through this design system combining festive cultural appeal, brand recognition, and gift-giving scenario adaptability, the "Wholehearted Orange" Year of the Dragon Gift Box has successfully extended MAOCHENG's brand momentum to the core consumption scenario of Spring Festival gift-giving, providing a replicable visual paradigm for the brand's continued cultivation in holiday marketing.