ANTHONY`S GARAGE WINERY: HONEYTUBE

Credits:

Type of Entry: Packaging Design
Category: Foods
Title: HONEYTUBE
Advertiser/Client: ANTHONY`S GARAGE WINERY
Product/Service: FOOD
Entrant Company: KOLLE REBBE Hamburg, GERMANY
Design/Advertising Agency: KOLLE REBBE Hamburg, GERMANY
Creative Credits
Name Company Position
Stefan Kolle Kolle Rebbe Executive Creative Director
Katrin Oeding Kolle Rebbe/Korefe Creative Director
Reginald Wagner Kolle Rebbe/Korefe Art Director
Katharina Trumbach Kolle Rebbe/Korefe Copywriter
Jan Simmerl Kolle Rebbe/Korefe Designer/Graphic Designer
Jan Simmerl Kolle Rebbe/Korefe Illustrator
Santa Gustina Kolle Rebbe/Korefe Illustration
Madelen Gwosdz Kolle Rebbe/Korefe Idea
Carolin Meyer Kolle Rebbe Account Supervisor
Kristina Wulf Kolle Rebbe Account Supervisor
Produktionsbuero Romey Von Malottky Production Office
Details
Brief Explanation:
Since winemaker Anthony Hammond produces his delicatessen foods in a former tractor repair shop, all of the products from his label have to have an industrial look and feel.
Describe the brief from the client:
The Mini Garage Winery needed innovative packaging to fit the company’s “Garage” concept for its delicatessen honey flavoured with lemon, cinnamon and chocolate.
Description of how you arrived at the final design:
To match the industrial look and feel of the brand the honey comes in packaging similar to that found in garages; in this case, in tubes. Obviously, all in high quality designs with different illustrations for each type of honey. The illustrative idea behind the design is to let consumers peek “behind the scenes” inside the tubes. In the style of comic book set in a factory, the image on the packaging shows bees working on the nectar and its special ingredients.
Indication of how successful the outcome was in the market:
Launched in December 2008, shortly before Christmas, the first shops to receive the honey were sold out within 5 days. Both the national and regional press (Welt), design magazines (page) and design blogs covered the design. On top of that, there were plenty of queries for book production.