CHEESE PENCILS by Kolle Rebbe Hamburg, Korefe for T.D.G. Vertriebs

CHEESE PENCILS

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

Credits & Description

Category: iii. Premium Brand
Advertiser: T.D.G. VERTRIEBS
Product/Service: PARMESAN CHEESE
Agency: KOLLE REBBE
Agency: KOREFE
Date of First Appearance: Apr 1 2011
Entrant Company: KOLLE REBBE, 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)
Productioner: Franziska Ziegler (Kolle Rebbe)
Photographer: Ulrike Kirmse
Media placement: Parmesan Cheese - Online Shop: www.the-deli-garage.com - April 2011

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.

Describe the challenges and key objectives
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 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.

Give some indication of how successful the outcome was in the market
The limited first edition of 500 was sold out 2 weeks after the launch.