The "Super Large Orange" gift box design was selected and promoted by the top livestreamer "Crazy Xiao Yang Brother" with over 100 million fans across the entire internet. We adopted the core strategy of "strong visual impact and strong shelf recognition", using yellow and blue contrasting colors and exaggerated design techniques to ensure that the gift box could immediately catch the eye in both live-streaming scenes and offline shelves. The window design on the packaging allowed consumers to directly see the product quality, effectively reducing the decision-making threshold for live-streaming sales. With outstanding design and product capabilities, Ma Orange successfully broke through the competitive red ocean of traditional agricultural product gift boxes and became a benchmark case for agricultural product gift boxes in the live-streaming shopping scenario on Douyin.

Ma Orange is an agricultural product brand centered around kumquats. Against the backdrop of increasingly fierce competition in the traditional agricultural product gift box market, Ma Orange hopes to achieve brand breakthrough through the emerging live-streaming e-commerce channel and find a brand upgrade path from traditional shelves to live-streaming rooms.

This project is the gift box design specially created by Ma Orange to adapt to the consumption scenario of live-streaming shopping. We keenly observed that in the live-streaming shopping scenario, the gift box needs to still have a strong visual impact in the small screen of mobile phones, while also establishing consumers' trust in the product quality within a short period of 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, and purple lines are dotted on the layout to make the picture lively and vibrant. This high-saturation and strong contrast color strategy ensures that the gift box remains eye-catching and prominent in the mobile phone screen of the live-streaming room. More importantly, the team opened a small window on the packaging to directly display the kumquat products inside - this seemingly simple design decision played a huge role in the live-streaming scenario: the host could directly show the product quality to the audience without opening the box, effectively shortening the decision-making path of consumers.

茂橙「那么大脐橙」礼盒设计落地后被全网粉丝超1亿的头部主播“疯狂的小杨哥”选品带货。我们以“强视觉冲击、强货架识别”为核心策略，采用黄蓝对比色与夸张的设计手法，让礼盒在直播画面与线下货架中均能一秒抓住眼球；包装上的开窗设计更让消费者直观看到产品品质，有效降低了直播带货的决策门槛。凭借出色的设计力与产品力，茂橙成功从传统农产品礼盒的竞争红海中突围，成为抖音直播带货场景下农产品礼盒的标杆案例。

茂橙是一个以脐橙为核心品类的农产品品牌。在传统农产品礼盒市场竞争日趋激烈的背景下，茂橙希望借助新兴的直播电商渠道实现品牌突围，找到一条从传统货架走向直播间的品牌升级之路。

本次项目是茂橙为适应抖音直播带货的消费场景而专门打造的礼盒设计。我们敏锐地洞察到：直播带货场景下，礼盒需要在手机小屏中依然具有强烈的视觉冲击力，同时要在短时间内建立消费者的品质信任感。基于这一洞察，设计团队采取了夸张的设计手法——整个版面以黄蓝对比色增强视觉识别性，紫色线条点缀版面使画面生动活泼。这种高饱和、强对比的色彩策略，确保了礼盒在直播间的手机画面中依然醒目突出。更关键的是，团队在包装上开设了一个小窗，直接展示内部的脐橙产品——这一看似简单的设计决策，在直播场景中发挥了巨大作用：主播无需拆盒即可向观众直观展示产品品质，有效缩短了消费者的决策路径。