| Title | FRAGILITEA |
| Brand | ROSENTHAL |
| Product/Service | PORCELAIN/SUSTAINABLE PACKING MATERIAL |
| Category |
D05. Other packaging |
|
Entrant Company
|
KOLLE REBBE Hamburg, GERMANY
|
|
Advertising Agency
|
KOLLE REBBE Hamburg, GERMANY
|
Credits
| Sascha Hanke |
Kolle Rebbe Gmbh |
Executive Creative Director |
| Isabell Wuest |
Kolle Rebbe Gmbh |
Account Manager |
| Matthias Grotter |
Kolle Rebbe Gmbh |
Art Director |
| Caroline Schmidt |
Kolle Rebbe Gmbh |
Copywriter |
| Martin Luehe |
Kolle Rebbe Gmbh |
Production Manager |
| Britta Meyer |
Kolle Rebbe Gmbh |
Final Artwork |
| Dirk Weyer |
Dirk Weyer Photography |
Photographer |
Brief Explanation
Rosenthal is one of the world's foremost producers of fine porcelain with a historically innovative approach to traditional craftsmanship.
The Brief
As a company that values superiority in every aspect of their business Rosenthal was not only searching for the best way to protect for their fragile product, but also for the most sustainable. The challenge was to find a solution that could meet both needs.
How the final design was conceived
We developed Fragilitea – the first drinkable packing material. A thinly pressed sheet of high quality tea, precisely cut and folded for maximum protection. To use, simply unpack the teacup, fill with a handful of Fragilitea and pour hot water over it. The packing material will instantly transform into an aromatic black tea, fruit tea, or green tea.
Indication of how successful the outcome was in the market
Since November hundreds of Rosenthal tea cups have been shipped with our custom made packaging. The feedback from delighted customers all over the world has been amazing. Sustainable products can change our world, but only Fragilitea with such delicious results.