T.D.G. Vertriebs Design & Branding T.D.G. Vertriebs: CHEESE PENCILS by Kolle Rebbe Hamburg

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Industry Cheese
Media Design & Branding
Market Germany
Agency Kolle Rebbe Hamburg
Copywriter Thomas Voelker
Photographer Ulrike Kirmse
Released June 2011


Cannes Lions 2011
Design Lions iii. Premium Brand Silver

Credits & Description

Type of Entry: Packaging Design
Category: iii. Premium Brand
Advertiser/Client: T.D.G. VERTRIEBS
Product/Service: PARMESAN CHEESE
Entrant Company: KOLLE REBBE Hamburg, GERMANY
Design/Advertising Agency: KOLLE REBBE Hamburg, GERMANY
2nd Design/Advertising Agency: KOREFE Hamburg, GERMANY

Creative Direction: Katrin Oeding (Kolle Rebbe/KOREFE)
Art Direction: Reginald Wagner (Kolle Rebbe/KOREFE)
Copywriter: Thomas Voelker (Kolle Rebbe/KOREFE)
Account Manager: Marie Steinhoff (Kolle Rebbe/KOREFE)
Photographer: Ulrike Kirmse ()

Brief Explanation:
The 3 different types of parmesan cheese needed packaging, which is easy to handle at meals and also lists portioning suggestions as a bonus. With the built-in grating function you can sprinkle delicious, appetizing flakes of parmesan cheese on your meal.
Describe the brief from the client:
Develop packaging for a trio of selected parmesan cheeses including a grater shaped like a pencil sharpener - an addition to the 'The Deli Garage' range, a food label that supports small manufacturers of delicacies with lovely packaging ideas.
Description of how you arrived at the final design:
The cheeses are shaped like oversized pencils, where the "leads" contain three different flavours: truffles, pesto and chilli. With the sharpener included, the required amount of cheese can be sprinkled on the dish. A scale on the pencils and on the back of the packaging doesn't just simply list how much of the Cheese Pencil is needed for each dish, but even how many calories the portion contains.
Indication of how successful the outcome was in the market:
The limited first edition of 500 was sold out 2 weeks after the launch.