CHARLES LAI ©2025
Visual Identity, Art Direction,
Photography, Graphic Design
Worldwide brand-visual partner
CHARLES LAI ©2025
Visual Identity, Art Direction,
Photography, Graphic Design
Worldwide brand-visual partner
My Role:
Packaging Design
IQOS Father’s Day Packaging
2020
IQOS Father’s Day Packaging
IQOS Father’s Day Packaging
2020
2020
Packaging Design
Packaging Design
Designing a hidden message packaging that lets customers express love without saying it out loud
My Role:
Packaging Design / Packaging Ideas
My role:
My role:
Packaging Design / Packaging Ideas
Packaging Design / Packaging Ideas
About the project
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.