Watch Packaging revamp
March Hare
A structural redesign that transforms product presentation into a refined brand experience.
In-house Design at twelveNYC
Packaging | Branding | User Experience | Production | Sustainability
March Hare Original Watch Box and Mailer (Left), Revamped Watch Box (Right)
AI-generated background. Concept, art direction, composition and refinement by Yuewei Shi.
March Hare is a small, independent New York–based watch brand focused on accessible luxury timepieces.
The team sought a packaging revamp after the original box caused creasing on leather straps—particularly the double-wrap styles. The new design needed to resolve this functional issue while bringing clarity and sophistication to the brand’s premium positioning, honoring its heritage, and maintaining cost efficiency.
Overview
The structure was reengineered to allow the watch to wrap naturally around a custom insert, eliminating strap creasing while accommodating both single- and double-wrap styles within one adaptable system.
The proposed concept introduced a reusable corduroy pouch insert, functioning as both a protective cushion and secondary storage, extending the brand experience beyond unboxing.
A line-textured paper, reminiscent of corduroy, was selected to convey tactile warmth and reflect the brand’s heartfelt story. The visual language remains restrained and detail-driven, featuring a debossed logo and a tonal dark-and-light green double-layer construction to reinforce elegance and strengthen the brand’s premium positioning.
*Final production execution was streamlined during manufacturing.