Mario Haller Schnapps Design & Branding THE VINTAGE EDITION by Ogilvy & Mather Vienna

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THE VINTAGE EDITION

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Industry Non-alcoholic drinks
Media Design & Branding
Market Austria
Agency Ogilvy & Mather Vienna
Chief Creative Officer Gerd Schulte Doeinghaus
Creative Director Christian Bircher
Illustrator Christian Bircher
Released March 2011

Credits & Description

Category: iii. Premium Brand
Advertiser: MARIO HALLER
Product/Service: MARIO HALLER VINTAGE SCHNAPPS
Agency: OGILVY & MATHER VIENNA
Chief Creative Officer: Gerd Schulte Doeinghaus (Ogilvy Vienna)
Creative Director/Illustrator: Christian Bircher (Ogilvy Vienna)
Graphic Designer: Klaus Seethaler (Ogilvy Vienna)
Media placement: Bottles - Shops - 14. March 2011
Describe the brief from the client
Mario Haller is still producing a small, exclusive percentage of its schnapps according to a traditional double-distilling technique: The ‘Vintage Edition’ schnapps is created purely by hand and with a great deal of patience, using a copper distilling kettle fired with wood - the same technique as used hundred years before.
Our task was to communicate this traditional process through the bottle’s labels.
Describe the challenges and key objectives
Mario Haller doesn't make any promotions or advertising. The only way of communication is via the bottle's labels.
It was our job to tell the whole story of old traditional schnapps distilling on these labels, and only on these labels.
Describe how you arrived at the final design
The Vintage Edition is available in 3 taste varieties: Apple, Plum and Pear. We presented the fruits in the same way the Vintage Edition has been made: In the tradition of our grandfathers.
Give some indication of how successful the outcome was in the market
Although hand-distilled schnapps is naturally very costly, the exclusive Vintage Edition series was sold out within 2 months - twice as fast as in the previous years.