Juicy Mail
Gift cards that invite the recipient to peel them open like the fruits
Press
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.
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.
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)
PRESS:
