MAJOR PROJECT 1
4/01/2025 - 26/03/2025
Week 01 - Week 3
Amirah Akbar Ali (0361001)
Bachelor of Design (Hons) in Creative Media
Major Project 1
What is a Mystery Box?
A mystery box, also called a blind box or lucky bag, is a package filled with a surprise assortment of items, only revealed when opened. Buyers pay a set price without knowing the exact contents, adding an element of excitement and unpredictability to the experience. This concept has become especially popular with collectible figures, dolls, and merchandise tied to animation, films, and pop culture. Mystery boxes are often considered probability products because their appeal lies in the thrill of uncertainty.
The mystery box trend has gained massive global popularity, especially in major markets across North America, Europe, and the Asia-Pacific region, with China being a standout hotspot. This worldwide fascination is fueled by the sense of curiosity and excitement these boxes create, making them a major force in contemporary consumer culture.
Blind Box Origins
Origins of the Blind Box Concept The roots of the blind box trend can be traced back to Japan in the 1980s with the introduction of Fukubukuro, or “lucky bags.” These mystery bags were sold in department stores during the New Year, offering customers a selection of unknown items at a discounted price. Originally designed to make shopping more fun and help retailers clear excess stock, this tradition evolved into today’s collectible blind box culture, gaining popularity far beyond Japan’s borders.
Generally, this week was dedicated to brainstorm and decide on what topic of project that we want to do. Everyone had suggested their individual ideas and we place it in the canva board.
For each of our ideas, we ensured that we tried our best to explain the purpose on why we picked the ideas for this project. I came up wth a launching a new skincare brand, Adrianna proposed a makeup and a serum product, Amelia came up with food product and Carol proposed the blind box idea.
We were then assigned to do a proposal slide that will be presented in class on week 3.
Thanks to Miss Vitiya's feedback last week, me and my group mates delegated our parts on which slides page and research we were going to do, focusing more on the current market and competitors to provide a better idea on how well the current Mamee brand market is doing. This allowed me to improve on my idea, aiming to build a stronger idea overall with my group mates.
UPDATED SLIDE
Here is the second continuation of the slides with Target audience analysis, ideation and visuals.
Week 03:
Miss Vitiya gave some feedbacks and opinions that helped us improve to make sure we could proceed with the project idea. We were then assigned to continue second part of the slides which is Target Audience, Concept, Sketches and moodboard.
Week 04:
After a few discussion with my group mates, we decided to ditch the game board idea and create a new brand and product that is inspired by Mamee mascot. The idea is to still keep the childhood snacks nostalgia feel and make it fun and a way for buyers to collect and cherish.
We delegated a few sections on the tasks to complete the second part of the slide.
To be done by Week 5:
- Mini Monster (To name) - Everyone suggest a name
- Sub-Branding (AMIRAH & ADRIANNA)
- 6 Character design of mini monster - Share potential sketches (EVERYONE)
- Setting of the house/kitchen etc (AMIRAH)
- 3 Poster design (AMELIA + ADRIANNA)
- 6 Photo card design (3 CAROL + 3 ADRIANNA)
- Banner design (AMELIA)
- 6 Snacks design (AMIRAH)
- Guide Pamphlet (CAROL)
By exploring a playful, collectible approach to the beloved Mamee brand, featuring a Monster Baby version of the iconic Mamee Monster. The figurine design keeps the cup noodle-inspired packaging, adding a fresh twist with interactive elements and themed environments like a house, kitchen, and garden. Each blind box includes unique accessories to customize the figurine’s world.
The project also includes developing a sublogo for this product line, complete with custom typography and a defined color scheme that aligns with Mamee’s playful identity. Alongside the branding, the updated problem statement addresses the need for innovative product engagement and cultural storytelling.
Week 05: Redo Idea Concept
Here is the survey to gather some useful insights for our research and design thinking process.
After several rounds of revisiting the slides, we decided to evolve this character figure into its own brand, while still remaining under the Mamee umbrella. This felt like a clearer and more focused direction, as our original concept presented a number of complexities and challenges.
The decision was made after a few discussions to stick with the blind box concept but simplifying it by removing the board game elements and letting go of the initial problem statement about revamping Mamee’s mascot. Instead, we’d center the idea around a new blind box collection that celebrates childhood nostalgia — specifically targeting Gen X and Gen Z, the generations who grew up with these beloved snacks.
Chosen brand to analyse from: Molly (One Day) POPMART
"One Day of MOLLY" series not only showcases the character's charm but also reflects POP MART's successful marketing and product development strategies, which have played a pivotal role in the company's rapid growth and international expansion.
SOURCES:
Our theme blends cultural heritage, nostalgia, and playful storytelling to craft a visually captivating and interactive collectible experience. By merging adorable, feminine aesthetics with traditional motifs, the design seeks to evoke a sense of warmth and familiarity while maintaining a lively, contemporary charm that encourages users to engage with the character and its narrative.
Consultation
Based on feedback from our advising lecturer, we were encouraged to make the character more locally inspired and culturally authentic. This prompted us to refine the character’s overall concept from name,art styles and colour palette. We were also advised to delve deeper into the character’s background, particularly within a Melaka setting, while ensuring a stronger local connection. Since Adrianna came up with the idea character inspiration from Melaka, Mamee’s place of origin, Miss Anis also recommended further exploration of the local environment and cultural elements to enhance the product’s authenticity as a truly Malaysian representation.
From creating this product, We have to not just focus on creating this product to cater to Gen Z only, think about the tourists and how they can use our product as souvenir from Malaysia.The character name “Miko” does not represent Malaysia but instead it leads more towards a Japanese sound and we had to find a different name that resonates local vibe of Melaka or Malaysia in general.The characteristics and background of the character is good but character needs more improvement.Presented the branding and finalised the art style/moodboard and the logo does not resemble a blind box company but it looks like an edible snack of jelly. Look into existing brands and understand what do they have that we don’t.
Changes from previous week (Summarized):
The character design has been reimagined to embrace a more local aesthetic, drawing inspiration from Peranakan culture. Instead of being depicted as a mascot or wearing a snack-themed costume, the character will now have its own distinct identity. Snacks will
Work Schedule
Week 06: Branding Process
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Through a deeper exploration of Kebayas, ceramics, batik patterns, and the broader Peranakan aesthetic, it became evident that a vibrant yet dynamic color direction would best reflect the culture’s essence. The aim was to create a bright and lively palette while maintaining a subtle softness, ensuring visual balance without introducing overly harsh contrasts that might overwhelm the eyes.
Fig 3.7: Brand Identity
Adrianna chose yellow and deep turquoise as the primary colors for the design. Me and the other groupmates also shared some opinions and decided to proceed with Adrianna's choice. Yellow is deeply rooted in Peranakan culture, symbolizing luck, wealth, and prosperity. It is a prominent color found in their ceramics, textiles, and architectural elements, making it a meaningful and culturally relevant choice. Deep turquoise serves as a complementary shade, adding depth and a sense of tranquility to balance the brightness of yellow. This color is also commonly seen in Peranakan tiles and ceramics, representing serenity and heritage. Together, these colors form a harmonious palette that captures the richness of Peranakan culture while offering versatility for branding, packaging, and character design.
Fig 3.8: Figurine observation
Fig 3.9: Snacks and Accessories Ideation
Finalised Snacks
Fig 4.0: Snacks
Fig 4.1: Snacks
Finalised Accessories
Fig 4.2: Accessories
Fig 4.3: Accessories
Fig 4.4: Playset Ideation
Fig 4.5/5.6/4.7: Playset Draft
Figure 6.6/6.7/6.8/6.9: Playset Kopitiam
Figure 7.1/7.2/7.3/7.4 Playset Home Interior
Figure 7.5/7.6/7.7/7.8 Playset Snack Store
Fig 4.8 : Mine & Adrianna's Character Process
Finalised Characters
Fig 4.9: Carol's Digitisation Character Designs
During our consultation, Miss Anis recommended removing Mamee from the concept and developing an entirely new parent brand for Nyonya Bulan. This change required us to reassess our branding strategy and conduct further research to build a solid foundation for the new brand. We needed to explore potential names, visual identity, and how this parent brand could seamlessly connect with Nyonya Bulan while leaving space for future series under the same umbrella. Given our limited timeframe, we chose to embrace this new direction, as it better suited the concept and provided us with greater creative flexibility.
The voting resulted in a tie, but Adrianna and I realised that, over the past few weeks, we had frequently been left to make decisions on our own due to slow responses and limited communication. This time, since the other two members favoured Cerita Kita over our original choice, we both agreed to support their preference. We felt that moving forward with Cerita Kita was an important step toward making a collective decision as a team.
Fig 5.1: Packaging Details
Fig 5.2: Montigo large box
To determine the ideal sizing, Adrianna finalized the outer packaging dimensions at 15.5 cm (H) x 10 cm (W), while the pull-out cardboard insert was adjusted to 14.5 cm x 9 cm—1 cm smaller to allow for smooth sliding. The pull-out insert features an internal divider designed to neatly organize the playset components, with the character figure securely positioned on top.
When the consumer opens the first flap of the outer packaging, they will encounter the initial divider, which acts as the pull-out mechanism. Once removed, the character is revealed resting on the second divider, with the playset carefully stored beneath it. This layered structure enhances the unboxing experience while keeping the product secure and well-organized.
Fig 5.5/5.6/5.7: Sketches for front cover
Fig 5.8: Interior of Box
Pull-Out Board Draft
Fig 5.9: Pull-out board
Our packaging design goes beyond aesthetics, emphasizing both visual appeal and functional interactivity. Rather than being just a conventional box, it becomes an integral part of the user experience, enhancing storytelling and engagement.
The concept revolves around maximizing every surface and space of the packaging, encouraging consumers to interact with it rather than simply discarding it. By thoughtfully designing both the exterior and interior graphics, we aim to surprise users with intricate details that enrich the narrative and highlight cultural elements.
Guided text and instructions are integrated into the unboxing process to create a welcoming and playful experience. Upon opening the first flap, the consumer is greeted with a warm message, setting the tone. The first divider showcases a Peranakan pattern, reinforcing the cultural essence. As they proceed to the second divider, they are prompted to pull out the board, unveiling the character, playset, snack, and accessories.
This layered unboxing experience is crafted to immerse the user, transforming a simple purchase into an interactive journey where storytelling, culture, and design seamlessly come together. The result is packaging that is not only memorable and collectible but also enhances both product interaction and play.
First Design with an Improved Front Cover
Pull-out Board
Draft Poster
Week 7: Finalisation and Deliverables
Paperbag
Social Media Presence (Instagram)
Gantt Chart
FEEDBACK:
- Discuss and brainstorm gathered research and idea with the team
My experience working on this project was both challenging and rewarding. While it was exciting to develop a product inspired by Malaysian culture, the constant revisions and lack of team coordination made the process stressful at times. Adrianna and I had to take the lead on many aspects of the project, from refining the concept to executing the designs, which often felt overwhelming.
Despite these challenges, the project was a valuable learning experience. I gained a deeper understanding of product development, branding, and the significance of cultural storytelling in design. Additionally, navigating the difficulties of teamwork taught me the importance of adaptability, leadership, and proactive communication. In the end, seeing our final product come together was fulfilling, as it represented not only our creative vision but also our ability to push through obstacles and deliver something meaningful.
Throughout the project, I noticed that while we started with a clear goal—a blind box mystery product—the concept changed multiple times before reaching its final form. Initially, we explored a Mamee sub-brand, then shifted to a Mamee-inspired character, and ultimately settled on an independent brand inspired by Malaysia’s Nyonya Peranakan heritage. This evolution highlighted the importance of refining ideas through research and discussion to create a product that is both meaningful and marketable.
Another key observation was the difficulty of working in a team where communication was lacking. Although we had four members, decision-making and execution were often delayed due to slow responses from two members. As a result, much of the brainstorming and actual work fell to Adrianna and me. This imbalance made it clear that having engaged and communicative team members is crucial for a smooth workflow and shared responsibility.
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