A structural redesign that transforms product presentation into a refined brand experience.
In-house Design at twelveNYC
Packaging | Branding | User Experience | Production | Sustainability
Watch Packaging revamp
March Hare
March Hare Original Watch Box and Mailer (Left), Revamped Watch Box (Right)
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.
AI-generated background. Concept, art direction, composition and refinement by Yuewei Shi.
Overview
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.
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.