MO
Wellness brand and retail experience system.
How can we bring inclusive sexual happiness in China?
Packaging reflects a brand's attitude toward intimacy and its level of professionalism. It was time to replace outdated erotic conventions with a more functional, credible, and expert-led design language.
Created a differentiated brand, packaging, 3D product simulation, and e-commerce communication system for MO, a new intimate wellness product line under Mingliu, one of China's major domestic intimate wellness manufacturers. The project translated user and sales-channel insights into a younger, more premium, and recognizable brand experience across brand message, visual language, packaging structure, and online retail touchpoints.
Challenge
Mingliu needed to modernize two key product experiences: condom packaging and a new MO lubricant product with its packaging system. The challenge was to move beyond functional category communication and address younger consumers' hesitation, privacy concerns, purchase embarrassment, and e-commerce discovery behavior, while creating a more premium, differentiated, and channel-ready brand language that could improve recognition, trust, and sales conversion.
Solution
I led the team to redesign the MO condom and MO lubricant experiences through user, category, and sales-channel insights. For condoms, we introduced a hyaluronic-acid benefit story and a clean, professional, cosmeceutical-inspired visual language to move away from male-oriented, vulgar category cues and appeal to a new generation of female consumers. For MO lubricant, we designed the product form, packaging, and communication around intuitive handling, easier dosage control, portability, and discreet placement.
Impact
The work helped Mingliu turn a product refresh into a category-shaping brand system. The new product line achieved major sales success, reportedly requiring around 200% production-line expansion to meet market demand. It also helped shift China's intimate wellness category toward more professional, female-friendly, design-led brand and packaging communication.
About
Mingliu
MO is a sexual-wellness line created by Mingbang, a Chinese wellness product manufacturer whose Personage brand has been named China’s top 5 condom brands., while MO advances thinner products, improved lubrication, inclusive communication, and more contemporary, user-centered intimate-care experiences.