Trifold Hybrid Birthday Greeting Card cum Voucher
The client was looking for a way to send birthday greetings to its loyal pool of hand-picked customers through the time-honoured way - direct mailers. Also, they wanted to entice repeat purchase behaviours and deepen intra-business goodwill through a generous offering of cash discount vouchers to generate incidence sales.
We thought so and then otherwise. The original idea of birthday cards tagged with a reward mechanism sounds perfect. However, rather than merely enclosing separate vouchers within the birthday cards, we made the vouchers itself an integral but separable part of the whole - it could easily detach along specially designed perforated lines.
With a tri-fold design, the birthday card occupies the first 2/3. When the recipient detaches the last 3/3 "fold" comprising the voucher itself, the first 2/3 fold becomes a standard 2-fold birthday greeting card with portrait ratio aspects, and it still holds its own as a full fledge greeting card.
Not settling for the mediocre, we added spot-UV effects to emphasise on exciting parts of the artwork and greeting messages. In tandem, we created striking contrasting effects by omitting some other pieces of the artwork such as "falling leaves". For the observant, the front-facing side of the card connects seamlessly with the flip-side, creating a super-wide landscape artwork design favoured among Japanese and Oriental audiences.
Production specs: Offset print; 400msg ivory white paper, double-side Spot UV + Lamination, A4-size trifold equal parts.
(Production version is shown at the lower half portion of the Dribbble shot.)
Credits: "Sakura Tree and Mountain" vector art sourced commercially via the marketplace. Original Artist as "Ellerslie". The design was further refactored and adapted to achieve the intended effects.