Interview about Pass Train Wish Gift Package, winner of the A' Packaging Design Award 2025
Pass Train incorporates train inspired structural packaging, symbolizing perseverance. The Locomotive Package, Signature Package, represents momentum toward success, featuring an elevated chimney design to emphasize progress. The Passenger Car Package extends the train concept, while the Terminal Package, black, marks the final destination. The Two Story Signature Package serves as a premium gift box, completing this unique storytelling based design.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe Pass Train Wish Gift Package was designed as more than a simple rice cake gift—it was conceived as an emotional journey that walks alongside examinees. In Korea, gifting sticky rice cakes before exams reflects the wish that one “sticks” to success, but this practice has become somewhat routine and clichéd over time. We sought to retain the essence of this tradition while introducing a fresh narrative structure. The train became our metaphor for a student’s path toward their dreams. Additionally, we included themed “Admission Tickets” (Passion Line, Support Line, Perfect Score Line, Jackpot Line) within the package to emotionally elevate the gift, making it far more than just a snack.
The chimney isn’t just decorative—it encapsulates the symbolic thrust of forward movement, akin to a student’s determination. However, the vertical protrusion posed structural challenges in paper packaging. To solve this, we reinforced the internal frame with dual layering and introduced a locking mechanism beneath the chimney to enhance durability. Through repeated sampling and drop tests, we ensured it would withstand real-world logistics. In the end, this feature became both a visual icon and a technical triumph.
The unboxing unfolds like a train journey—from the locomotive through passenger cars and finally to the terminal station. As recipients open each car, they encounter hidden messages and surprises that echo progress. Inside the main package, a train-ticket-shaped “Admission Ticket” is included as a symbolic accessory—each matching one of four themes: Passion, Support, Perfect Score, and Jackpot. Far from just decoration, these tickets act as psychological tokens of encouragement, reinforcing the examinee’s emotional momentum. The final Terminal Package delivers a satisfying sense of arrival and fulfillment.
Pass Train wasn’t just a product; it was a medium for emotional and cultural storytelling. We used FSC-certified paper, water-based ink, and minimal coatings—not simply for sustainability, but to reflect the purity and warmth embedded in Korea’s rice cake-gifting tradition. The precision die-cutting allowed each part of the train to fit organically, enhancing both tactile experience and visual consistency. This synthesis of environmental consciousness and cultural narrative added meaningful depth beyond the surface of the packaging.
Our research revealed that examinees value practicality and sincerity, while parents prioritize tradition and aesthetics. As a result, we designed the package to be compact and easy to carry, with a modular system allowing each unit to be gifted individually or linked as one cohesive train. The Admission Tickets inside served a dual purpose—motivational tokens for students, and heartfelt gestures for parents to convey emotional support. Every detail, from scale to layout, was tuned to resonate with real users.
The Terminal Package serves as the symbolic closure of the journey. While the four main passenger cars represent moments of support along the way, the Terminal Package encapsulates completion and self-reflection. Its black color carries visual weight, signifying the emotional gravity of reaching one’s goal. Inside, there’s space for a final message or a small gift, allowing senders to personalize the moment. It’s not just about reaching the end—it’s about pausing to recognize the inner growth made throughout the journey.
Initially, we tried using single-layer paper, but tests showed the structure would easily collapse. So, we adopted a dual-board system with corrugated reinforcement on the inside. Delicate components like chimneys, windows, and wheels were constructed separately and inserted later, which boosted both visual precision and physical strength. This method balanced the need for portability with structural integrity, ensuring that the packaging was not only beautiful but robust enough for gifting and transport.
Rice cakes carry the long-standing wish for “sticking” to success, but we felt that this message deserved a more dynamic and resonant form. By integrating the train motif, we created a new symbolic framework that conveys movement, progress, and determination. The included Admission Ticket visually reinforces this, making the recipient feel as if they’re holding a real ticket toward their goals. In doing so, we allowed timeless emotions to be communicated through a modern, story-driven structure.
The Two-Story Signature Package was designed for milestones like college entrance exams, national certification tests, or studying abroad—occasions where a deeper layer of support is called for. The first floor holds the traditional rice cake set, while the second floor accommodates letters or keepsakes, representing “layers of sincerity.” Just as a long-distance train pulls many cars over a great journey, this package symbolizes enduring emotional support and the accumulation of heartfelt wishes.
Rice cakes are more than food—they’re imbued with emotional and cultural meaning. This project taught me that meaningful design is not about replicating tradition but reweaving it into contemporary contexts. By blending the emotional power of rice cakes with the progressive symbolism of trains, and adding Admission Tickets as narrative devices, I learned to design not just for form but for experience. Going forward, I aim to approach cultural motifs not as fixed visuals but as emotional journeys that can be reimagined to create lasting impressions and memorable storytelling through packaging.
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