HEMP LUXURY GIFT CARD
Hemp Eyewear Edinburgh
PACKAGING/BRANDING/ART DIRECTION
Overview
Hemp Eyewear sought to boost sales by introducing a luxury gift card on their website. They offer two services to customers at set prices: £250 for bespoke eyewear and £450 for bespoke Plus. The gift card aims to provide a premium gifting experience and generate increased sales for the company
CHALLENGE
Create a luxury gift card experience that reflects the value of Hemp Eyewear's services.
Adhere to a tight budget while ensuring an upscale presentation.
Showcase the eco-friendly hemp material used in the eyewear on the gift card or packaging.
Include clear directions on how to redeem the gift card for customers.
Provide easy-to-follow instructions to access the corresponding service forms for Bespoke and Bespoke Plus eyewear.
Postable design
Outcome
An envelope card holder design offers a luxurious and contemporary gifting experience, blending modern and traditional elements in line with the brand's visual identity. The multi-layered unpacking creates excitement, while the included hemp product enhances the bespoke customization process. The result is a tactile product that truly reflects its value and the customers love for handcrafted luxury.
UNDERSTANDING THE BRAND
Hemp Eyewear markets itself with an innovative approach to eyewear and emphasizes its handcrafted production in Edinburgh.
In keeping with this approach, the gift card features handcrafted finishes and a recognizable traditional aesthetic, modernized to match the brand's visual identity.
CREATING A LUXURY EXPERIENCE
The gift card holds £250 or £400, so it needed a premium feel to match the value. Despite a tight budget, we focused on creating an immersive experience using affordable materials and in-house branding. Opening the card is like unwrapping a present, complete with leveraging personalized branding elements like stamps and stickers, we amplify perceived value.
Identifying the customer experience
Finding out what the customer experience for purchasing and receiving gift cards was going to be with the objective of creating a streamline process from gift card to code redemption.
This required clear instructions within the packaging, leading the recipients to the redemption page. A challenge emerged in differentiation between the £250 and £400 gift cards without diminishing the perceived value of the former.
To overcome this, packaging includes both QR codes/URLs, and a custom gold verification sticker created to accompany the QR code and hide the opposing, Maintaining a seamless and elegant process, upholding the premium feel of the gift.
IDEATION
For the gift card holder, maximizing a single A4 sheet is essential. An exploration led to a leaflet/zine concept. The A4 card folds into two pages, securing both the gift card and included PD stick.
A hemp paper spine adds elegance, while laser-cut notches hold the gift card and a fold pocket keeps the PD stick in place.
HEMP PD STICK
As part of the bespoke customization process, customers are guided to submit two images while holding up a ruler. This aids in creating their uniquely tailored frames. To enhance accuracy, a Hemp PD Stick was introduced as an additional accessory alongside the gift card.
The PD Stick, or pupillary distance ruler, is a tool typically used by opticians for measurements. However, in this case, the client takes control. The design was deliberately kept simple.
The first image required is a front-facing headshot, capturing the client's bridge and eye measurements following the natural curvature of the PD Stick. This stick utilizes the eye-hole method, aiming to make the intended function of the product intuitive.
The second image is a profile shot, with an ear hole cut out at one end. The straight edge of the stick is positioned against the ear, providing an accurate measurement for the temple length.
Thank you!
