Juicy Mail

Gift cards that invite the recipient to peel them open like the fruits
THE 2011 D&AD STUDENT AWARDS WINNER •  PROJECT AT A-MAZE PAPER

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HOW IT WORKS

PROCESS

Fruits are naturally beautiful and attractive. The visual, textural contrast between the inner flesh of fruits and the skin inspired me. So I wanted to deliver this authentically pleasing experience in a tangible form — a set of gift cards.

A concept sketch

I made paper prototypes to test the structure of the cards

Each fruit envelope is printed on different textured paper to enhance the sensory experience of touching fruits.

From user testing, I noticed that they tend to tear the top or bottom of the envelope instead of opening through perforations.

Therefore, I added instructions to guide recipients through the opening process.

Other adjustments were made taking into account cost-effectiveness and ease of mass production. Also, I refined the appearance of the envelopes to convey their function by marking spaces for the address and postage.

The biggest challenge I faced was related to the perforations on the envelopes. To get the best result, I had to go through numerous die-cutting tests at several factories and experiment with the settings. I considered various factors to get the best envelope-peeling experience such as paper thickness and grain direction as well as the shape of perforating blades.

After numerous tests, I changed the perforation blades to aid smooth opening of the envelopes

LEARNINGS

When I tested the initial design on users, it greatly surprised me that they ended up ripping the top to retrieve the card. I learned that I shouldn’t rely on my assumptions when designing something for users.


ROLE:  Concept development, Graphic design, Branding, Production, Product photograph

TOOLS:  Paper, Adobe Illustrator

AWARD:  2011 D&AD Student Awards, 2nd (UK)

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