As the importance of gifting channels continues to grow, this project was initiated to differentiate and gain a competitive edge in the market by leveraging generative AI.
The goal was to develop innovative packaging structures and designs that transcend existing boundaries, bringing a sense of “newness” to the market.
Just as customers select message cards during the gifting process, this AI-driven gifting concept allows users to choose
from four keywords — Love, Encouragement, Birthday, and Housewarmin — and receive a packaging design tailored to their selection.
Step 0. Ideation
What kind of project can best maximize the advantages of generative AI?
Generative AI deconstructs and reconstructs learned data to produce outcomes, allowing for non-biased and stylistically unrestricted outputs.
The resulting images demonstrate conceptual creativity and the ability to visualize physically unreal forms, surpassing traditional creative boundaries.
In addition to its efficiency in producing large volumes of images without fatigue, its strength in conceptual and eye-catching visual generation makes it ideal for creating a sense of “newness.”
Given these advantages, we found it particularly suitable for the gift-giving market, which values human warmth even in non-face-to-face interactions.
Thus, we developed the concept of a gifting project where users can select keywords—like choosing a message card—and receive AI-generated packages tailored to their selections.
Step 1. Studying Gen AI
While learning to use generative AI, we sought to determine whether our project goal—having AI propose new packaging structures—was feasible.
Using AP GPT and Midjourney, we explored the forms and essential elements of gifts, approaching the process as if we had no prior concept of what a gift is.
By randomly combining extracted keywords to generate images, we discovered unexpected perspectives and creative directions that informed the project.
Pros
Enabled high-quality image generation in various styles with simple prompts and parameters.
Beyond the basic imagine command, experimenting with random image synthesis through different commands provided fresh creative insights.
Cons
However, each image generated with Midjourney had to be created from scratch, making subtle adjustments difficult.
Furthermore, as generative AI is essentially an “image generation tool,” not a “design creation tool,” the generated images lacked the specificity and design rationale necessary for direct implementation.
Therefore, during the initial ideation phase, it became evident that the ability to derive insights and creative direction from random image combinations was a crucial individual skill when working with generative AI.
Step 2. Visualizing Package Image
Four keywords—Love, Encouragement, Birthday, and Housewarming— were selected as suitable for the gifting purpose and applicable to the AP Mall gifting concept.
Based on these, we derived unique design motifs through creative combinations and refined them into package forms viable for real-world production.
LOVE
We began the LOVE package design by blending an exaggerated ribbon bundle image with fur texture created in Midjourney with reference visuals.
During this process, we noticed a formal resemblance between the fur-textured love symbol and rabbit ears, which inspired the idea of using rabbit ears as the main motif, a playful yet emotional concept appealing to the MZ generation.
After generating initial imagery in Midjourney, we refined and directed the visuals using Photoshop Firefly, making detailed adjustments to finalize the LOVE package design toward the desired concept.
HOUSEWARMING
We began the housewarming gift package design using the keywords “welcoming” and “warmth.” A house-shaped package structure was developed, featuring body wash and diffuser products deemed suitable as housewarming gifts.
The existing front and side illustrations were removed, and newly designed windows, doors, and chimney smoke were added to enhance the architectural feel.
After creating the insert image for the front of the package, the color tone was adjusted to align with the mood of the Puzzle Wood and Longtake body wash lines, resulting in a cozy, home-inspired package fitting the housewarming theme.
HAPPY BIRTHDAY
Through ideation for the birthday celebration package, we created images applying the icing texture of cake cream as a motif.
than using typical motifs, the package design incorporated realistic imagery resembling a cake cross-section, developing the concept of “gifting a slice of cake.”
A spoon-shaped band was added for playful detail, while the background was finished in a soft pink tone to evoke a lovely, celebratory mood.
CHEER
For the cheer theme, we developed the design motif of a four-leaf clover, symbolizing luck, positivity, and encouragement.
The proposed package structure features balloon-like clover shapes, conveying a lively, energetic mood that embodies the spirit of cheering and support.
To emphasize the AI’s innovative and experimental spirit, the visuals were developed into futuristic, trend-forward 3D imagery, highlighting modern materials and textures that exude vibrancy and optimism.
“In the style of futuristic glam, sculpted, symmetric, simple structure
and psychedelic surrealism.“
Step 3. Motion Video
Using the AI video production program Runway, we inserted motion effects tailored to each keyword to highlight the distinct characteristics of each package.
process enhanced the static visuals with a sense of liveliness and elevated the overall quality, making them suitable for presentation in the AI Expedition digital exhibition.
HOW
We combined our products with the AI-generated package visuals from Midjourney using Photoshop and Firefly,
then applied keyword-matched motion effects in Runway to transform still images into dynamic video content.
LOVE
Symbolic heart-shaped rabbit ears and soft fur textures were enhanced through gentle, rhythmic motion, bringing the bunny-inspired love concept to life.
HAPPY BIRTHDAY
As the background darkened, candles lit up and flickered softly, intensifying the celebratory and heartwarming mood of a birthday scene.
HOUSEWARMING
A house-shaped package infused with Puzzle Wood scent was animated with smoke gently rising from its chimney, expressing a sense of warmth and welcome associated with home and hospitality.
CHEER
A four-leaf clover balloon, symbolizing probiotics and good fortune, was given dynamic, uplifting motion, conveying a message of encouragement, positivity, and luck.
