In our latest creative concept, we propose a bold and artistic packaging that takes what is at a brand’s core and styles it to deliver the goods, as well as all the good feels. Through AMEXtravagant we celebrate what it’s like to be extravagantly welcomed into the grand family of exclusive, VIP cardholders and valued Members.
Behind this VIP kit was the color gold – reminiscent of opulence and prosperity. Our initial idea was to create a beautiful gift set that mimicked the look of an Amex gold card. To match the Amex taglineDon’t live life without it, our creative team imagined a twist on classic styling; we had a vision of something a little more over-the-top that radiated with richness.
To achieve this elite look, we began with a die-cut lid featuring the campaign name and the brands logo. Underneath the die-cut letters is a gold print inlay which we continued to feature in other areas of this kit. Our goal for this cover was to incorporate texture, depth, and an attention-grabbing pop of color.
The assets of the brand then became the design elements that stand out. Amex’s logo, the centurion, and their pattern are highlighted by a gold print inlay beneath a custom cut and layered foam insert. Our artistic achievement includes giving each element its due spotlight, all the while maintaining a lavish and cohesive look.