Designing a hidden message packaging that lets customers express love without saying it out loud
About the project
In Japan, saying “I love you” to one’s father can feel awkward. For Father’s Day, IQOS wanted a packaging concept that lets customers show appreciation in a more indirect, natural way.
Our creative solution was a gift box that reveals hidden messages — like “THANK YOU FATHER” and “LOVE” — through a lenticular-style sleeve. As the outer sleeve moves, lines align to unveil words that are otherwise hidden. It’s a quiet, clever way to express heartfelt emotions without having to say them. The box design was paired with a minimal card and gift bag, creating a cohesive, elevated gift experience that feels personal yet playful.