PORSCHE NFT PACKAGE TRIBUTE
For those fortunate enough to become the owners of the 911 GT3 RS Tribute to Carrera RS Package (yes, this is the car’s full name), a special surprise awaits – a thoughtfully curated mailer, fully designed by none other than myself! I was tasked, not only to build the visual elements, but to also collaborate with producers and vendors to shape the packaging's design, dimensions, materials, and tactile experience. At every step, I was able to make decisions that brought my vision to life.
Cramer-Krasselt (2023)
Role: Research, Design, Art Direction
Team: Jeremy Adams (Copy), Design Director (Design Director)
The Challenge
Create custom mailer pieces for the new car owners. The package will leverage a badge, in which users put on their car to collect as they attend a series of racing events. The gift also comes with a metal card to activate the NFT.
Initial NFT Badge
911 GT3 RS Tribute to Carrera RS
The Solve
The result was a trifold letter tucked into a peekaboo envelope, accompanied with a secondary letter for the remaining NFTs.
Disclaimer: The following were shot and edited by me in my DIY-ed home studio.
Token Activation Card
Secondary Mailer Piece
The Process
During the design process of the mailer, inspiration was drawn from iconic tech packaging. The main objective was to establish a harmony between a modern, premium, minimalist, technology-driven feel with the packaging. We leveraged hexagon shape and colors from the existing NFT with design elements paying homage the car itself.
Primary Piece
This initial package is gifted after purchasing the car, introducing users to the NFT and how it works.
Card Reveal
Once card is removed, instructions for activation is revealed.
Front of letter
Back of letter
Introduction Reveal
The badge is revealed first to welcome users to the main subject of the mail.
The Graveyard
Alternative design considerations we killed before landing on “the one”.
Card + box hybrid
Attempting to maintain that “unwrapping a Christmas gift” idea but without the bulk of a box.
Killed because it did not feel premium.
Bifold folder
This version pointed us closer to the final design. We realized it was a lot of information to digest all at once if presented as a bifold.
Box approach
Mailing contents in a box allows a “fancy, unboxing” experience, but killed because it seemed bulky and anti-minimalist. Especially considering the box contents don’t take up that much space, it also wasn’t enviromentally friendly.
Black sleeve
The team considered a black sleeve and accents on an envelope, which then led me to ideate the window sleeve.
We felt like black seemed harsh and out of place.
In collaboration with vendors, we took steps to ensure that the design was, not only functional, but what I had envisioned.
Test prints
While prepping final print files to hand off, I test printed a couple of mini prototypes to test die lines, color, and composition.
I sent over instructions for areas that needed a gloss varnish.
Full Reveal
Inside reveals the badge, card, a letter from Porsche, and instructions on how to use the product tucked into a neat folder pocket.
Initial reveal
Envelope opens to reveal a full hexagon shape and flyline, following the concept of the primary piece.
Full reveal
Inside reveals a bifold with the new badge to add into patrons’ collection, symbolizing attendance at racing events when affixed to the vehicle.
Trial & Error
Peekaboo Window
The primary piece features an interactive sleeve that offers an element of anticipation users.
A simple slide reveals the skyline of the car, a moment of excitement for the recipient.
Material & Finish
The material of the trifold is matte soft-touch finish, commonly used by leading tech brands packaging. Brands like Apple and Samsung were referenced during the research phase.
Gloss varnish details
A closer look will reveal a gloss varnish onto the honeycomb overlay & the secondary RS logo on the folder pocket.
Instructions for badge placement
Secondary Piece
This mailer is sent after user attends the racing event(s). Participants will receive new unique badges to add onto their car.
Material & Finish
Mailer will have the same soft-touch finish as the primary piece. Gloss varnish is added onto the front hexagon for a subtle luxury quality.
Edits
When vendor sent back the first version, I adjusted the die lines in the secondary mailer, which happened to be too big for the badge to fit in. I also tweaked the cut hexagon in the primary piece since it came out too wide.
The end product was a custom designed piece that tied together the NFT and the Porsche 911 GT3 RS Tribute to Carrera RS Package.
