In an increasingly digital-first world, physical touchpoints carry more meaning than ever, especially for premium products tied to identity and pride.
The Emarati Visa Signature Credit Card was conceived as a celebration of UAE national heritage, expressed through a bespoke metal card designed by Mattar Bin Lahej. The challenge was to ensure the card’s arrival lived up to its cultural and artistic significance.
The packaging needed to do more than protect the card. It had to honour heritage, elevate craft, and transform first contact into a meaningful, memorable moment for Emirati cardholders.
Shaping the Unboxing Experience
We were entrusted with designing the complete packaging experience — from concept through to physical execution.
Our approach began by defining the unboxing as a ceremony, not a transaction. Every element was considered to reflect dignity, restraint, and pride — mirroring both the artistry of the card and Emirates Islamic’s relationship with its Emirati community.
Material choices, structure, and sequencing were all designed to slow the moment down, allowing the card to be revealed with intention and respect.
The packaging was developed as a cohesive system that balanced luxury with authenticity.
Premium textures, subtle metallic accents, and tactile finishes were selected to complement the card’s metal construction and engraved details. The structure introduced a layered reveal, guiding the cardholder through a deliberate journey rather than a single opening gesture.
Multiple high-fidelity prototypes were produced and refined from magnetic closures to bespoke inserts, ensuring precision in fit, finish, and handling. Every detail was tested to meet the heirloom quality expected of a commemorative metal card.
Cultural references were woven quietly throughout the packaging rather than stated overtly.
Colour palettes drew from national symbolism, typography remained refined and contemporary, and messaging was kept understated allowing meaning to emerge through form, material, and craft rather than decoration.
The final system was designed to scale for launch while preserving a sense of rarity and personal significance for each cardholder.
