Gold Packaging Design · 2020
2019 National Card Collection Day Deck Playing Cards
- A' Design Award 2020 Gold Winner in Packaging Design
- Awarded April 15, 2020
- CLIENT: Seasons Playing Cards
- Estimated Number of Design Views: 40,437
- Verification code 26495B64F7 · Verify this award
About 2019 National Card Collection Day Deck Playing Cards
The 2019 National Card Collection Day Deck is an interactive package for playing cards. The design is inspired by the palaces of Morocco, with intaglio engravings that mimic carved stonework and geometric patterns. A challenge printed on the side invites the user to unlock the gate. Raising the archway through a keyhole track reveals the first stage. A custom two-way mirror of 30 percent opacity hides a room that appears when light is shone inside. A final reveal shows a repeating lit corridor. The cards are coated with a raised glossy tiling effect.
Alexander Chin's 2019 National Card Collection Day Deck Playing Cards exemplifies the pinnacle of contemporary packaging design, representing a thoughtful synthesis of historical ornamental traditions with modern printing technology and material innovation that elevates the humble card deck into an object worthy of contemplation and collection, the tripartite presentation showcases three distinct colorways unified by identical structural compositions that draw inspiration from the rich decorative heritage of illuminated manuscripts, architectural surface embellishment, and traditional textile arts, each variant offers a unique chromatic experience ranging from the warm intimacy of rose gold on ivory to the cool sophistication of silver on grey to the dramatic warmth of burnished copper on black, the designer demonstrates exceptional sensitivity to the cultural weight carried by geometric ornamental systems, employing authentic pattern vocabularies including interlocking stars, nested polygons, and flowing arabesques that have conveyed ideas of cosmic order, mathematical beauty, and spiritual aspiration across numerous cultures for centuries, the technical execution reveals mastery of contemporary printing capabilities including multiple levels of embossing that create genuine tactile dimension, precisely registered metallic foil applications that catch and reflect light dynamically, and careful consideration of how matte and glossy surfaces interact to enhance readability while maintaining visual richness, the central cartouche on each box employs typography that suggests historical broadside and certificate traditions, grounding the commemorative function of the edition while the surrounding ornamental field celebrates pure decorative pleasure, viewers are invited to consider how such elaborately crafted containers transform the experience of ownership, suggesting that the ritual of handling, displaying, and preserving beautiful objects constitutes its own form of cultural practice worthy of celebration
Press Kit
- 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.
- 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.
- 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.
- Image Credits
- Photography: Bryan Aellen
- Patents
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Colors of 2019 National Card Collection Day Deck Playing Cards
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Interactive Luxury Packaging Design Services
We create award-winning interactive packaging that transforms products into memorable brand experiences. Specializing in luxury goods, playing cards, and collectibles, we design packaging with discovery moments, optical illusions, and tactile surprises that forge emotional connections between…
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