Gift, loyalty and promotional cards represent one of the most dynamic segments of the global card ecosystem. As brands continue to invest in customer engagement and premium experiences, manufacturers are responding with increasingly creative designs, advanced production techniques and digital technologies that transform cards into lasting brand connections.
The 2026 Gift, Loyalty and Promotional Cards category of the International Card Manufacturing Association’s (ICMA) Élan Awards of Excellence showcased the creative possibilities of this continually evolving market. The category resulted in a tie between two winners and included one finalist, with each recognized entry demonstrating a distinct approach to combining visual storytelling, craftsmanship and innovation.
Each year, the Élan Awards spotlight outstanding achievements across the global transaction card industry. The prestigious competition recognizes exceptional card design, manufacturing craftsmanship and technological innovation that help establish new standards for excellence.
As the epicenter of the global card industry, ICMA brings together manufacturers, personalizers, issuers, suppliers and innovators to exchange ideas, build partnerships and shape what comes next. Widely regarded as one of the industry’s leading platforms for card excellence, the Élan Awards distinguish ICMA manufacturer, supplier, personalization and fulfillment members as leaders among their peers and customers.
Open exclusively to ICMA members, the competition attracts entries from North America, the Middle East and Africa, Asia, Europe and other regions around the world. Winning or earning finalist recognition provides valuable opportunities for international exposure, industry recognition and promotion.
An independent panel of card industry experts selects one winner and up to two finalists in each category. Judges faced an especially challenging task in 2026, when the competition received a record 182 entries.
Gift, Loyalty and Promotional Cards
Winner: Hengbao Co. Ltd.
Jin Hui Lao Jiao Customized Liquor Card for Jinhui Liquor Co. Ltd.
Hengbao Co. Ltd. reinterpreted the Jin Hui Lao Jiao brand through an ultra-minimalist design centered on the company’s iconic bottle shape.
Positioned on the right side of the gift card, the bottle is brought to life through dimensional textures, gilding and laser engraving. These techniques create subtle shifts in light and shadow while preserving the refined character of the traditional liquor brand.
The number “42,” representing the alcohol content, appears at the bottom of the design in a clean typeface and serves as a visual anchor. The card’s understated background texture draws inspiration from flowing liquor, connecting the design to the brewing process and the passage of time.
Manufactured using environmentally responsible recycled PVC, the card features a three-dimensional, gold-plated background texture that creates depth and a rich luster as light moves across the surface. A laser-engraved, gold-plated logo strengthens brand recognition while adding another layer of sophistication.
Through its innovative gilding craftsmanship, Hengbao helped elevate the product’s visual impact, brand image and perceived value.
“The two parties have established a long-term, sound partnership featuring smooth collaboration, mutual trust and win-win outcomes,” said Fu Junmin, Team Manager of the Process Technology Department at Hengbao Co. Ltd.
Detailed three-dimensional shaping gives the bottle cap a rounded contour and smooth tactile finish. Together, these elements create a premium gift card that communicates quality, craftsmanship and the significance of the occasion.
“Winning the Élan Award in the gift card category marks our company’s first accolade in this competition segment,” Junmin said. “This achievement aligns perfectly with our strategic plan to build a diversified product portfolio. It strengthens our competitiveness in the segmented gift card market and supports our channel expansion within the gift card industry.”
Winner: Giesecke+Devrient (China) Technologies Co. Ltd.
NFC Real Card for Digital Collection, Ancient Egyptian Mural Series for the Shanghai Museum
Giesecke+Devrient (China) Technologies Co. Ltd. brought ancient Egyptian art into the digital age with an interactive card collection that combines premium craftsmanship, embedded technology and cultural storytelling.
Each card in the four-card series contains an embedded NFC chip that allows collectors to access high-definition images of Egyptian murals and scholarly interpretations with a simple tap. This connection between the physical card and digital content creates a more immersive educational experience while enhancing the series’ value as a limited-edition collectible.
Inspired by significant Egyptian murals, the card designs closely follow the artistic principles of frontalism. Figures, clothing patterns and hieroglyphics were carefully developed to reflect the style and composition of the original works.
G+D (China) Technologies also used advanced production techniques to recreate the richness and texture of traditional mural pigments. A holographic foil base produces shifting, iridescent effects reminiscent of the Nile River, while textured three-dimensional UV printing adds depth and dimension to the historic imagery.
“G+D (China) Technologies submitted this product for the competition to showcase its innovative physical-digital integrated solution combining NFC physical cards and digital collectibles,” said Xiao Wei, Managing Director of G+D (China). “Embedded with an NFC chip, each card allows collectors to access high-definition footage of ancient Egyptian murals and professional academic interpretations with a simple tap, delivering an immersive cultural exploration experience.”
Wei said the project demonstrates how card manufacturers can apply advanced technology and premium production capabilities beyond traditional card markets.
“With this commercially viable cultural and creative museum project, we aim to demonstrate to the global industry that card manufacturers are capable of supporting the museum cultural and creative sector across boundaries by integrating advanced card technology, premium card manufacturing craftsmanship and traditional cultural communication,” Wei said.
The Élan Award recognition also strengthens G+D (China) Technologies’ position as it explores opportunities within China’s growing museum and cultural collectibles market. According to Wei, the project offers museums a new model for physical collectibles by combining tangible value with interactive digital experiences. It also opens potential applications for loyalty cards, gift cards and other cultural products.
Finalist: Giesecke+Devrient (China) Technologies Co. Ltd.
Starbucks Sicily Lemon Gift Card for Starbucks
The Starbucks Sicily Lemon Gift Card captures the warmth and energy of a Mediterranean summer while blending pastoral Sicilian imagery with American retro influences.
Bright yellow lemons and glossy green foliage form the central visual elements, while cobalt blue patterns and an off-white background introduce a more understated vintage character.
The card’s defining production feature is its three-dimensional gold gilding. Through a process that includes pre-embossing, gold foil lamination and high-temperature setting, the gilded details gain a raised texture and refined finish.
The gold accents contrast with the vivid lemons to create a design that feels fresh, nostalgic and luxurious. The finished card becomes more than a payment or gift product. It serves as a small-format artwork that extends the Starbucks brand experience.
Together, the 2026 winners and finalist illustrate the expanding role of gift, loyalty and promotional cards. Whether commemorating a premium product, connecting collectors with cultural content or extending a familiar consumer brand, each entry transforms the card into a meaningful part of the overall experience.
Their achievements demonstrate that successful gift and loyalty cards do more than carry value or support a transaction. Through thoughtful design, tactile craftsmanship and digital integration, they can strengthen emotional connections, communicate a brand’s identity and give recipients something worth remembering.
Get Ready for the 2027 Élan Awards
Submissions for the 2027 Élan Awards of Excellence will open soon. The competition is available exclusively to ICMA members, and the awards will be presented during the ICMA Card Manufacturing and Personalization EXPO in Tampa, Florida, in May 2027.
Visit the Élan Awards section of the ICMA website to review the categories, competition details and entry information.
Why ICMA Membership Matters
ICMA remains committed to empowering the global card manufacturing community by helping members lead, innovate and grow. Through a strategic combination of industry marketing support and professional development, ICMA equips organizations and individuals with the tools they need to stay competitive in a rapidly evolving marketplace.
ICMA’s professional development programs are designed to strengthen both technical expertise and leadership capability. Offerings such as on-demand Advanced Card Education (ACE) and the Card Industry Training & Education (CITE) initiative help professionals deepen their knowledge, while flagship events like the EXPO and CardTREX bring together industry leaders to learn, connect and explore emerging innovations.
Members who engage in ICMA’s education programs and events don’t just keep pace with change—they help shape it. From contributing thought leadership to Card Manufacturing magazine to earning industry recognition through the Élan Awards of Excellence, ICMA provides meaningful opportunities for members to elevate their visibility and influence.
For card industry professionals seeking to stay informed, connected and future-ready, ICMA offers a clear path forward through education, exposure and community.
Discover the full value of ICMA membership and join a global network of professionals advancing the card industry.