Ehinger Kraftrad Design & Branding, Case study Ehinger Kraftrad – The Archaeologist [presentation image] by Serviceplan Munich

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Ehinger Kraftrad – The Archaeologist [presentation image]

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Industry Motorcycles, Gin
Media Design & Branding, Case study
Market Germany
Agency Serviceplan Munich
Executive Creative Director Timm Hanebeck, Christoph Everke
Creative Director Katrin Oeding, Basma Attalla
Art Director Basma Attalla, Sung-Hi Leem
Copywriter Fabian Bill
Senior Copywriter Henrik Pfeiffer
Designer Javier Fernandez
Photographer Bernd Westphal
Released November 2016

Awards

LIA Awards 2017
Package Design Art Direction Bronze Winner

Credits & Description

Entrant: Serviceplan, Munich
Brand: The Archaeologist Dry Gin
Corporate Name of Client: Ehinger Kraftrad
Agency Account Manager: Frederike Enk
Agency: Serviceplan, Munich
Global Chief Creative Officer: Alexander Schill
Executive Creative Director: Christoph Everke
Creative Director: Basma Attalla
Senior Copywriter: Henrik Pfeiffer
Art Director: Basma Attalla
Design Company: Studio Oeding, Hamburg
Designer: Javier Fernandez
Photography Studio: Bernd Westphal Photography, Hamburg
Photographer: Bernd Westphal
Creative Director: Katrin Oeding
Global Executive Creative Director: Timm Hanebeck
Project Manager: Johanna Baehner
Junior Accountant: Ferdinand Ritter Kempski von Rakoszyn
Trainee Marketing/Consulting: Stefan Kreißl
Art Director/Senior Designer: Sung-Hi Leem
Copywriter: Fabian Bill
Dummy Producer: Wolfrik Fischer
Creative Innovation Directors: Lorenz Langgartner/Franz Roeppischer
Synopsis:
For decades, founder Uwe ‘The Archaeologist’ Ehinger has been travelling the world as a collector and retailer of rare Harley Davidson motorcycles from the 1930's and 1940's.
We crafted a gin that contains original parts from the old machines. We bottled it together with the machine parts and labelled each bottle with the mind-boggling story of the part’s origin.
Every element of the hand-made packaging consists of colours and materials that were already used in the 30s and 40s. Fans could finally actually taste the spirit of vintage Harley Davidsons and let it become a part of them.
The Campaign
We crafted a spirit out of the Ehinger spirit – a gin that contains original parts from the old machines. We bottled it together with the machine parts and labelled each bottle with the mind-boggling story of the part’s origin.
According to Uwe Ehinger’s favourite models, Harley Davidson Panhead, Flathead, and Knucklehead, we made three varieties (classes), containing iconic original parts of these very machines.
That way, fans could finally actually taste the spirit of three different vintage Harley Davidson motorbikes and let it become a part of them.
Creative Execution
Every element of our hand-made packaging consists of colours and materials that were already used in the 30s and 40s – a meticulous rendition of the packaging technology of the era in which the contained bike parts have originally been crafted.
The Bottle:
Custom-made clear glass with bottom-side counterbore by Karl Schmid glassworks; original vintage machine part welded on a stainless-steel socket by Wolfrik Fischer studio
Paper and cardboard:
Maren Thomsen, ‚Les Naturals’, sand, anthracite and alabaster white
Finish:
Crucible printing press hot foil stamping
Inks:
Red: Kurz Luxor 307 (matches Pantone 8863)
Gold: Kurz Luxor 381 (matches Pantone 871)
Silver: Kurz Alufin Spezial (matches Pantone 877)
Black: Tecnofoil 499
Indication of how successful the outcome was in the market
Since the making of the bottles is a highly expensive and elaborate process, we have crafted a first batch of 100 bottles per class. 300 bottles that were offered in the EK Shop and online – and were out-of-stock within a few days.
Ehinger Kraftrad is a relatively small brand, but with a big reputation in the scene. The machines cost a fortune, therefore the customer potential draws from predominantly male, wealthy, highly-interested, well-informed, hardcore fans. Ehinger Kraftrad is renowned for sweating every detail painstakingly. Thus, it was important to craft the packaging in an accordingly authentic and meticulous fashion.
To reach the relevant target group, we focused on the according globally published special-interest magazines and social media to create buzz and create interest within the target audience. Before long, the message literally spread worldwide, and so, numerous inquiries came in from all over the world.