Schnapsbrennerei Dr. Thorsten Moeller Design & Branding THE DECADE EDITION by Serviceplan Munich

THE DECADE EDITION

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Industry Cognac
Media Design & Branding
Market Germany
Agency Serviceplan Munich
Creative Director Christoph Everke
Art Director Alexander Nagel Serviceplan
Copywriter Cosimo Moeller
Account Supervisor Anne Jordan
Released December 2010

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: SCHNAPSBRENNEREI DR. THORSTEN MÖLLER
Product/Service: DR. MOELLER’S QUINCE BRANDY
Agency: SERVICEPLAN
Date of First Appearance: Dec 15 2010
Entrant Company: SERVICEPLAN, Munich, GERMANY
Chief Creative Officer: Alex Schill
Creative Director: Christoph Everke/Cosimo Moeller/Alexander Nagel
Copywriter: Cosimo Moeller
Art Director: Alexander Nagel
Account Supervisor: Anne Jordan
Graphic Design: Elena Ressel, Matthias Nösel
Media placement: Packaging - Packaging - 15.12.2010

Describe the brief from the client
Dr Möller is a physician and the producer of an award-winning quince brandy. The Dr Moeller distillery celebrated its 35th anniversary in 2010.
To mark this special occasion, a vintage edition was to be created for the past 10 vintages. The packaging was to highlight the exclusivity of this unique product and simultaneously make a tongue-in-cheek reference to its manufacturer’s medical background. And since no vintage was the same as another, the idea was to create a diary-style vintage description that recounted the history of each individual vintage with a touch of humour.

Describe the challenges and key objectives
To use an exceptional idea for a packaging design in order to point out the distinctiveness of the producer and his medical background and at the same time to distinguish the uniqueness of every single year of this exclusive product.

Describe how you arrived at the final design
For 35 years Dr. Moellers produces a very exclusive and award-winning quince brandy every year. Each having a distinct flavour, it was high time for a decade collection, giving customers the opportunity to taste the different notes of a whole decade. The descriptions of every annual edition and the packaging idea underline the brands exclusiveness and refer to the producer in a humorous way.

Give some indication of how successful the outcome was in the market
The strictly-limited production run was sent to 156 exclusive customers – together with the option of being able to purchase each individual vintage exclusively. The response rate was tremendous: despite the high price of Euro 78 to 268 per bottle, over 80% of the customers contacted ordered individual vintages.