When Cartier approached us for Hari Raya 2025, they weren’t looking for a standard gift set. They were seeking a new kind of experience—one that would feel personal, rooted, and elevated for their VIP clientele.

The brief was clear but ambitious:

Create a gifting experience that feels luxurious, uniquely Malaysian, and emotionally resonant—while staying true to Cartier’s refined standards.

For us at Unseen Matters, this meant finding a way to honor heritage, highlight local craftsmanship, and make the overlooked unforgettable.

The Challenge: Making the Unfamiliar Feel Familiar

Hari Raya is filled with tradition—but our challenge was to present something refreshingly different without losing emotional connection.

We began with a question:

What if we could surprise people with local delicacies they hadn’t seen before—but still make them feel at home?

So we explored beyond the familiar. We turned to Sabah and Sarawak, digging deep into East Malaysia’s lesser-known culinary offerings. There, we discovered regional delicacies that are rarely presented in luxury contexts—yet rich in identity and craftsmanship.

This led us to a refined, curated collection of snacks that were anything but typical:

• Dodol from East Malaysia—elevated with texture and flavour depth unique to the region
• Anchovy crisps in Kaffir Lime and Curry Leaf—flavours not commonly found in West Malaysia, yet incredibly bold and addictive
• Ondeh-Ondeh cookies—a contemporary spin on a heritage kuih, transformed into a melt-in-the-mouth Raya indulgence
• Custom Cake Lapis—meticulously layered to reflect Islamic-inspired geometries through painstaking R&D and baking precision

What made this curation special wasn’t just rarity—it was how we reintroduced tradition through discovery and design. We made the unfamiliar feel intimate, and the overlooked feel precious.

Designing the Box: An Experience Before the First Bite

To house the full experience, we designed a box that was as expressive as its contents.

Originally, we considered using plywood for the structure, but it felt too light—lacking the grounded elegance we wanted VIP clients to feel. So we pivoted to solid acacia wood. Its grain, weight, and natural tone offered the premium tactile presence we were seeking.

The box featured:

• A sliding rattan cover, finished through an incredibly meticulous process. We printed an intricate geometric motif onto a sheet of bamboo, then hand-cut each segment and manually applied it onto the wooden surface—piece by piece. The process was painstaking—so laborious it nearly drove us crazy—but the result was worth every second.
• Red ribbon detailing, a celebratory accent evoking festivity and intention
• A hand fan crafted by the Orang Asli community, delicately laid atop the box—a tribute to indigenous artistry and cultural continuity

This wasn’t just packaging. It was an heirloom in the making.

Storytelling That Accompanied the Experience

We designed every element with care—but the meaning had to be felt, not just seen. So we included a set of thoughtful inserts:

• A Card from Cartier, introducing the intention of the gift
• A Story Card from Unseen Matters, sharing the narrative of how it was made, who made it, and why
• A Concept Card, describing the inspiration behind the edible designs and how cultural and design motifs were woven together

These cards weren’t about explanation. They were about deepening connection. They gave context to each bite, and soul to every object.

Balancing Luxury with Cultural Integrity

What made this project truly meaningful was how it allowed us to reinterpret Malaysia’s rich heritage for a global luxury house—with respect, humility, and innovation.

We collaborated with:

• Local bakers and food artisans who brought new life to age-old recipes
• Craftswomen from Orang Asli communities, who produced the hand fans
• Designers, cutters, and hands-on makers who helped us physically bring every box to life

This was luxury without pretense—luxury grounded in people, craft, and story.

Final Reflections: When Memory Becomes a Gift

What we learned through Cartier Hari Raya 2025 is this:

Luxury isn’t about rarity. It’s about care.
It’s about how something is made. Who makes it. And the emotion it carries when it’s given.

This project became more than a gift. It became a memory—one that smelled like pandan, felt like solid wood, and sounded like a story you want to share.

And to us, that is what Unseen Matters is about.