이 프로젝트는 아모레퍼시픽 크리에이티브 센터의 선행디자인 프로그램인 Creative Partners 를 통해 제안한 아이디어에서 시작되었습니다.
AMORE MALL Cherry Blossom Edition Package Design
아모레몰 벚꽃에디션 패키지 개발
AMOREPACIFICApr 10, 2023
Background
During the prolonged COVID-19 pandemic, as in-person interaction was minimized, we entered an era of non-contact.
We wanted to develop a gift-like pop-up card that could help mend and reconnect the relationships that had become
somewhat awkward or neglected during this long period.
Project Goal
Initially, our goal was to develop a greeting card that could serve as a medium for Amorepacific employees to enhance camaraderie and
convey congratulations or heartfelt messages. It was also intended as an item that consumers could purchase to give alongside our products.
During the collaboration process with the Amore Mall team, to address profitability concerns and the high material cost of three-dimensional
packaging, we revised the proposal. We moved away from a complex pop-up card and instead developed a design that integrated a ‘paper charm.’
Process
Studying various pop-up structures → Collaborating with Amore Mall → Launching the final package.
AP MALL COLLABORATION
The collaboration focused on a pop-up box and a 3D shopping bag charm themed around ‘cherry blossoms.’
AP MALL PACKAGE LAUNCHING
The final box featured a pop-up structure where cherry blossom petals unfolded from the top.
The accompanying shopping bag charm was designed as an openable card, allowing senders to write a message of gratitude.
[March Cherry Blossom Special Promotion] Sales Metrics: (Event period: March 20 – April 2, 2 weeks) Total Amore Mall Sales during Event: Approx. 1.5 billion KRW
ㄴ Sales from GWP over 100,000 KRW (3D Cherry Blossom Kit): Approx. 800 million KRW (5,000 units sold out, accounting for 55% of total sales)
ㄴ Cherry Blossom Paper Charm + Shopping Bag Sales: 304 units sold, totaling approx. 11 million KRW in revenue. (For comparison, 500 units were sold during the May Family Month peak season.)
