A Face for Every Mango Box: Branding Gift Cards for Fangshan's Red Ruby Irwin Mangoes

Challenge

Red Ruby Irwin mangoes grow in the unique falling mountain winds and hillside sun of Fangshan, Pingtung, producing exceptional quality fruit. Yet the brand had long stayed hidden behind other Irwin mango brands, lacking a visual identity that let customers recognize it at a glance and set it apart from other growing regions. The information included with each shipment also wasn't enough to tell the story of the origin and growing standards within such a small package.

Goal

Design a branded card to include with every shipment, using an endearing mascot character to build a personal connection with customers, while clearly communicating the origin, growing philosophy (naturally ripened, no ripening agents), and contact information, so every box of mangoes carries a brand impression customers can understand and remember.

Approach

1. Developed the "Red Ruby Irwin" brand name and mascot from the imagery of a ruby gemstone, using a round, endearing mango character to bring the farmers closer to their customers.
2. Put the brand identity and contact information on the front of the card, and used comic-style speech bubbles on the back to explain the origin, flavor, and harvest standards, serving both branding and educational purposes.
3. Refined the layout and a die-cut circular window across two rounds of proposals, making sure the brand identity stayed clearly visible once the card was slotted into the mango box.

Outcome

Red Ruby Irwin now has a face and a voice of its own. The card included with every shipment lets customers recognize the brand the moment they open the box, giving Fangshan's falling-mountain-wind mangoes a new way to tell their story.