MAOCHENG So Big Navel Orange Gift Box

Client
MAOCHENG So Big Navel Orange Gift Box

Service
Packaging Design

Team
CD:Kevin
D:Xiao Wan
3D:Mega
T:2022.08

After the MAOCHENG "So Big Navel Orange" gift box design was launched, it was selected and promoted by top livestreamer "Crazy Little Yang Ge," who has over 100 million followers across all platforms. With "strong visual impact and strong shelf recognition" as the core strategy, we adopted yellow-and-blue contrasting colors and exaggerated design techniques, enabling the gift box to catch the eye in an instant both in livestream visuals and on offline shelves; the window design on the packaging also allows consumers to intuitively see product quality, effectively lowering the decision-making threshold for livestream selling. With outstanding design power and product strength, MAOCHENG has successfully broken out of the competitive red ocean of traditional agricultural product gift boxes, becoming a benchmark case for agricultural product gift boxes in Douyin livestream selling scenarios.

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 hopes to leverage the emerging livestream e-commerce channel to achieve a brand breakthrough and find a path of brand upgrading from traditional shelves to livestream rooms.

This project is a gift box design specifically created by MAOCHENG to adapt to the consumption scenario of Douyin livestream selling. We keenly identified that: in livestream selling scenarios, the gift box needs to maintain strong visual impact even on small mobile screens, while also establishing consumers' sense of quality trust within a short time. Based on this insight, the design team adopted an exaggerated design approach — the entire layout uses yellow-and-blue contrasting colors to enhance visual recognition, with purple lines accenting the layout to make the image lively and vivid. This high-saturation, strong-contrast color strategy ensures the gift box remains eye-catching and prominent even in the mobile screen of a livestream room. More critically, the team created a small window on the packaging to directly display the navel oranges inside — this seemingly simple design decision played a tremendous role in the livestream scenario: the host can intuitively show product quality to viewers without opening the box, effectively shortening consumers' decision-making path.