Description

Uzum Bank issues hundreds of thousands of bank cards every month. Each card is packaged in a lacquered paper envelope. The old envelope was high-quality and solid, but it lacked a wow-effect — the moment of first contact with the card felt too ordinary.

We set ourselves a challenge: to design packaging that would surprise, engage, and be remembered. At the same time, we had a practical goal: to reduce production costs and speed up the card packaging process.

So we created an origami envelope.
• A clean white cover with a refined logo in reflective foil sets a minimalist and modern tone.
• The envelope opens dramatically in four directions, like a small surprise, revealing the card and the slogan “Uzum Card — money is here” at the very moment the client first takes it in hand.
• Important activation information is hidden beneath the card, leaving a pure first impression.
• A metallized inner package guarantees absolute protection and completely prevents card compromise.
• The universal form and optimized materials achieved a balanced mix of elegance and cost efficiency.
• The construction is graceful yet functional: easy to assemble and even accelerates the packaging process.

In order to achieve a flawless sample that meets our standards, we reached out to more than 20 suppliers from Uzbekistan and other countries. We received over 150 samples. As a result, we achieved the desired color shade, precise geometry, paint that does not crack on bends, a non-springy envelope, and a card perfectly fitted into the slot

Results
• Reduced production cost by 12%.
• Increased packaging speed by 20%.
• And for the client, a routine moment of receiving a card has turned into an emotional gesture of discovering the brand.

Early access has already launched — all clients will experience it in Q4

Credits

Sergey Buzilov — CMO, Uzum Fintech
Anastasia Kudryashova — Brand Director
Alexander Radionov — Art Director
Maksim Li — 3D Motion Artist
Doniyor Soliev — Brand Manager
Nikita Andreev — Brand Manager