2019 National Card Collection Day Deck 啤牌包裝 by Alexander Chin is a highly esteemed winner of the very prestigious 2020 A' Design Award 金獎 in 包裝設計 Competition Category.
金包裝· 2020
2019 National Card Collection Day Deck 啤牌包裝
Client: Seasons Playing Cards
A' Design Award 金獎 Winner in 包裝 Category
Verified Award Winner
Verify Award Status for #101023The Design
About 2019 National Card Collection Day Deck 啤牌包裝
2019年全國啤牌收藏日紀念牌係一款互動式啤牌包裝。設計靈感嚟自摩洛哥嘅宮殿,採用凹版雕刻工藝,模仿石雕同幾何圖案。包裝側面印咗一個挑戰,邀請用家解鎖大門。沿住鎖匙孔軌道升起拱門,就會顯露第一個階段。一塊訂製嘅百分之三十透光度雙面鏡,收藏住一個房間,當有光照入去嗰陣就會顯現出嚟。最後嘅揭示係一條重複延伸嘅明亮走廊。啤牌表面塗有凸起嘅光面瓷磚效果。
The Recognition
About the A' Design Award 金獎
2019 National Card Collection Day Deck 啤牌包裝是 A' Design Award 金獎得主，這是授予一流、絕妙而傑出設計的極為崇高的認可。金獎得主是極具創新、極富遠見且璀璨奪目的創作，反映出其設計師的天才、智慧與才幹。預計2019 National Card Collection Day Deck 啤牌包裝將成為一項備受讚譽、引領潮流、氣勢恢宏的發明，帶來前所未有的價值。這件贏得 A' Design Award 金獎的設計是一個壯觀而受人敬重的項目，極大地造福並拓展藝術、科學、設計和技術的界限。2019 National Card Collection Day Deck 啤牌包裝激起強烈的渴望，喚起激情，鼓勵創造力，令我們著迷。
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The packaging is an interactive experience designed to mimic the exploration of a Moroccan palace. The experience rewards users with escalating stages based on their efforts in the journey. These reveals in the packaging include discovering hidden rooms and opening impossibly-sized corridors through the use of a bespoke two-way mirror system. By focusing on creating genuine moments of surprise and delight for our customers, our packaging becomes a bridge for stronger user-brand connections.
- Dimensions & Packaging
- Width 68mm x Depth 22mm x Height 90mm
- Tags
- Playing Cards, Engraving, Palace, Mirror, Illusion, Patterns, Scodix, Tile, Morocco, Discovery, Interactive
- Production Technology
- Each deck is meticulously handcrafted with exotic intaglio engravings that mimic the stonework of the palace gates, where engraving was chosen to best execute on the tight detailing of the designs. The glossy cards inside are coated in a scodix printing process to create a glossy raised-tiling effect that contrasts with the textured exterior in elegant harmony. A custom 30% opacity two-way mirror was designed for the packaging as a crucial element in creating the illusions of the experience.
- Design Challenge
- The largest obstacle was developing the mirror element of the packaging. For material testing acrylic was found to be most sturdy in thin profile unlike cracking glass, and most stable with reflections unlike film sheets. The structure evolved from a single tuck into a 2 piece shell as a way to introduce the keyhole element and provide mirror protection. The best looking illusions finalized at 30 percent mirror opacity, calibrated for the user’s most likely light source, their phone flashlight.
- Research
- The main goal of the packaging was to create genuine feelings of surprise and achievement, elements shown in neuroscience to better encode experiences into memory and perceive them at higher value. Designing interaction into the packaging was the best way to accomplish this. Optical illusions were chosen for their ability to amaze and ease of implementation. A puzzle discovery format was used as the framework to generate the effort needed for feeling a sense of earned achievement in the user.
- Inspiration
- Inspired by the palaces of Morocco, the 2019 event design pays tribute to the iconic architecture of the region with traditionally decorated gates and exotic geometric patterns throughout that hint at something more. The packaging centers on an interactive challenge labeled on the side to unlock the gate, designed to reward users with discovery moments of different magnitude in direct correlation with their effort and investment towards the experience and brand.
- Project Duration
- Designed in Morocco April 2019
Launched in Chicago, USA October 2019 - Operation Flow
- STAGES OF DISCOVERY. 1) KEYHOLE: User reveals an archway by raising it through the keyhole track of the exterior shell. 2) UNVEILING: When light is shone into the packaging the mirrored reflection vanishes, revealing a hidden room behind the gate. 3) OPEN SESAME: An impossibly-sized palace corridor is discovered inside when users shine light between two arches. The semi-transparent mirrors repeat the internally lit space to create a magical infinity mirror effect for the user to remember.
- Patents
- .
- Team Members
- Creative Director: Alexander Chin
Illustration & Design: Alexander Chin - Image Credits
- Photography: Bryan Aellen
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