The impact of packaging on consumer behavior is weaker in the online shopping era than the industrial era. The packaging of goods has both transportation and sales functions, and is closely related to the brand as the concrete reflection to its brand philosophy. The VANCL, a well-known fashion brand of dress, adornment and fitting, advocates a fashionable, affordable, trustworthy and environmental friendly consumption pattern and life philosophy. The concept of the brand is reflected in the packaging design as below: choosing environmentally friendly paper boxes and non-woven bags as packaging materials, innovating packaging structure, simplifying packaging process, advocating the reuse and recycling of the packaging.