THE SANDPAPER LABEL

Credits & Description:

Type of entry: Packaging Design
Category: Alcoholic Drinks
Advertiser: MARIO HALLER
Product/Service: SCHNAPPS
Agency: OGILVY & MATHER Vienna, AUSTRIA
Executive Creative Director: Gerd Schulte-Döinghaus (Ogilvy & Mather GmbH)
Art Director: Christian Bircher (Ogilvy & Mather GmbH)
Art Director: Patrik Sünwoldt (Ogilvy & Mather GmbH)
Senior Copywriter: Helge Haberzettl (Ogilvy & Mather GmbH)
Brief Explanation:
Already in the shop we wanted the consumers to FEEL the different strengths (grade of distillation = percentage alcohol) of the offered Mario Haller Brandies by using various grades of sand paper for the labelling. E.g. the bottle with the roughest sand paper-label contains the strongest brandy.
Furthermore was one of the main objectives to generate quick attention by using unusual eye catching material/design.
Describe the brief from the client:
Haller Distillery gave us the task of designing their complete fine fruit brandy range.
The range encompasses three varieties: Cherry, Pear and Plum, which vary in the alcohol percentage and the drinking texture.
Description of how you arrived at the final design:
For the label, we chose varieties of sand paper - the stronger the brandy, the larger the granulation. Already the first grasp of the bottle gives an indication of how "intense" or "mild" the content is.
Haller Fine Fruit Brandies are created from entirely natural products without any additives. Therefore, the label design has a pure look, in line with the purely natural contents.
Indication of how successful the outcome was in the market:
Through the unusual labelling, the turnover for Haller Schnapps has increased significantly: In contrast to the previous years, the whole year's production was sold within 5 months.