Type of Entry: Packaging Design
Category: i. Own Label and Private Label brands
Advertiser/Client: GÖRTZ 17
Entrant Company: KEMPERTRAUTMANN Hamburg, GERMANY
Design/Advertising Agency: KEMPERTRAUTMANN Hamburg, GERMANY
2nd Design/Advertising Agency: LOVED Hamburg, GERMANY
Tim Belser (loved)
Heiko Freyland (kempertrautmann)
Christiane Eckhardt (loved)
Peter Ruessmann ()
Alexander Kate (Cross Marketing Production)
To boost the sales of a stylish shoe that’s already a cult product, we created new packaging that made the brand even more desirable in terms of look and functionality.
Describe the brief from the client:
Create a packaging design for Görtz 17’s Converse Collection to engage consumers at the point of sale.
Description of how you arrived at the final design:
The first recyclable shoebox that makes the plastic bag unnecessary. Its minimalist design draws attention to the handles, which can be removed and used as an extra pair of shoelaces. The series consists of five colour-coordinated designs that match perfectly with Görtz 17’s Converse Collection.
Indication of how successful the outcome was in the market:
The shoelace boxes were free of charge if you bought an item of Görtz 17’s Converse Collection.
During the campaign, sales increased by 15% and, in the first two weeks alone, 5,000 fewer plastic bags were required.
The Design & Branding titled GÖRTZ 17 SHOELACE BOX was done by Kempertrautmann, Hamburg advertising agency for product: Gortz Book (brand: Gortz) in Germany. It was released in the Jun 2011.