Hälssen & Lyon Design & Branding The Teabag Collection [image] 4 by Kolle Rebbe Hamburg, Korefe

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The Teabag Collection [image] 4

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market Germany
Agency Kolle Rebbe Hamburg
Executive Creative Director Sascha Hanke
Creative Director Tim Esser, Alexander Michaelsen
Art Director Christian Doering
Agency Korefe
Released November 2016


One Show 2018
Design Craft / Printing & Paper Craft - Single or Series Bronze

Credits & Description

Entrant: Korefe, Hamburg/ Kolle Rebbe, Hamburg
Brand: Hälssen & Lyon
Corporate Name of Client: Hälssen & Lyon GmbH
Heads of Client Services: Pia Schlotfeldt, Astrid Wiedemeyer
PR Company: Michelberger PR, Hamburg
Agency Account Manager: Isabell Wüst
Agency: Kolle Rebbe, Hamburg
Executive Creative Director: Sascha Hanke
Creative Directors: Alexander Michaelsen/Tim Esser
Art Director: Christian Doering
Agency Producer: Ricarda Brieden
Graphic Designer: Mitja Schneehage
Production Manager: Martin Lühe
Art Buyer: Alice Feja
Design Company: KOREFE, Hamburg
Head of Design: Christian Doering
Designer: Ayzit Bostan
Photographer: Imke Jansen
Retouchers: Tommy Szewczuk/Roy Philipp
Director: Fabian Frinzel
Director of Photography: Alexander Hildenberg
Sound Designer: Oscar Meixner
Since 1879, Hälssen & Lyon has been crafting the finest teas for clients across the world. During this time they have received continued support from their long-standing customers, so we created a special direct mailing to thank them for their commitment.
We created The Teabag Collection – the first tea bags that look and feel like the world’s most iconic handbags. An innovative idea designed to demonstrate how the oldest drink in the world is anything but out of fashion.
The Teabag Collection was packaged in a handmade box and sent directly to fashion-oriented influencers. They were then premiered publicly at Berlin Fashion Week, Germany’s most important fashion event, where they quickly grabbed the attention of fashion lovers, generating a lot of valuable PR.
Hälssen & Lyon worked together with renown handbag designer Ayzit Bostan to create five limited-edition tea bags in the style of the iconic handbags. The selection was handcrafted with cordless silk and permeable cotton and designed to fit perfectly with the personality of each brew.
Thanks to the buzz generated at Berlin Fashion Week and the positive response from clients, The Teabag Collection directly led to a significant uptick in sales within a month of its release. Interest from longstanding clients grew exponentially, with 35% of existing clients making new orders within two weeks of release and several new clients reached out for more information. The Teabag Collection continues to gain traction online, generating priceless PR.