Radius Membership Kit: A Tactile Thrill

GDUSA is publishing a series of stories on some of our favorite recent projects, in conjunction with the Idea Shop by Neenah, a resource to help creatives effectively use paper-based materials to reimagine dynamic and effective solutions.

To welcome inaugural members into Radius, Hagerty’s new invitation-only car club, the award-winning inhouse design team created a membership kit that is an experience in and of itself. To reflect the multi-sensory joy of being behind the wheel, they subtly scented the inside of the box with Le Labo Santal 33 and gave members a tactile thrill – from specifying CLASSIC® Techweave Papers, Epic Black, to developing a stainless-steel membership card crafted to resemble an engine plate. They included the first issue of a new quarterly automotive magazine, available to Radius member only, to fuel members’ refined passion for cars. And to embody the quintessential excitement of driving – what’s around the next bend? – they surprised and delighted new members at every moment, thanks to elevated copy elements, tone-on-tone logo treatment and, most importantly, a one-of-a-kind hand-drawn image of their favorite vehicle in their garage.



“One interesting challenge we had to overcome was being able to scent the boxes without having the oils of the scent seep through the paper while also making sure the scent lasted long enough from spraying to shipping and opening the packages,” says Jesus Roldan, graphic designer. “We sprayed the scent on cards made from Neenah® Blotter Papers, White Cover 12 pt, and attached them to the packaging under the tray so it was not visible.”


Radius welcome kit


Various additional Neenah papers enhanced the project including Neenah® Folding Board, Deep Black, Vellum Finish and Neenah® Folding Board, Wrought Iron, Raw Finish. And for the thank you card, the Hagerty team specified CLASSIC® Techweave Papers, Solar White and CLASSIC® Techweave Papers, Cover 130 lb.

See more about this project at the Idea Shop.