Magna Carta Anniversary Playing Card Set
The design focused on a growing world through information revealed by the user's interaction with the project, starting from packaging and ending with product. Packaging takes a micro look at the event with pleated linen embossing - textured after knight uniforms of the time, partial reveals of family crests, and the 1215 Magna Carta itself. A larger story is formed with illustrations based on real people and Jokers that feature authentic illustrations of the King's seal inside.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The collector's playing card industry has redefined the function of 'PLAYING' to 'DISPLAYING9; making the packaging the new product. This insight helped Seasons stay ahead of market. The solution was an interactive package design system that allowed multiple display options for collectors and gave the brand an opportunity to create an innovative market-first design that referenced the iconic Magna Carta signing, allowing users to own a piece of history.
OPERATION / FLOW / INTERACTION:
Packaging can be used to display up to 4 different images based on position and facing on a shelf. They can also be displayed on their sides that when fully assembled create a mural. This is the first product to market that provided multiple display options and a side display which brought a higher sense of ownership to collectors who want to control their displays.
PROJECT DURATION AND LOCATION:
The project was launched and funded September 2015 in Chicago.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
Concept illustrations start in pencil. Vellum is layered for opportunity to add extra detail and then inked. Images are then scanned to be vectorized in Illustrator for added line weights. Images are polished with gradients in Photoshop and submitted to The US Playing Card Co for printing.
SPECIFICATIONS / TECHNICAL PROPERTIES:
65mm x 12mm x 90mm (Per Box)
playing cards, Magna Carta, King John, Seasons Playing Cards, Royals, Rebels, luxury playing cards, card series
Focus lay in integrating the Magna Carta story within the interactive system. Designing connecting edge moments that correlated with the tension of the Magna Carta emphasized the story of disbanding and uniting factions and families with both the mural signing and the family crests. By becoming the only decks in market that display side images in an otherwise text-filled display, these decks have become crowd favorites and are already influencing the way the market sees package design.
The biggest challenge of the project was illustrating the mural in the framework of dissecting pieces. Planning and designing for the different purchasing options and the ways the decks could be arranged meant ensuring the most popular combos would make sense. Because of the fixed width segments it also meant ensuring legibility of stand-alone images. This was difficult given that it was based on an existing image and had to be reinterpreted to fit the template of the display system.
TEAM MEMBERS (1) :
Image #1: Photographer Alexander Chin, 2015
Image #2: Photographer Alexander Chin, 2015
Image #3: Photographer Alexander Chin, 2015
Image #4: Photographer Alexander Chin, 2015