| Title | LSTEA. A TRIP IN THE CUP |
| Brand | HAELSSEN & LYON |
| Product/Service | TEA |
| Category |
F02. Illustration |
|
Entrant Company
|
KOLLE REBBE Hamburg, GERMANY
|
|
Advertising Agency
|
KOLLE REBBE Hamburg, GERMANY
|
Credits
| Sascha Hanke |
Kolle Rebbe Gmbh |
Executive Creative Director |
| Heiko Schmidt |
Kolle Rebbe Gmbh |
Unit Creative Director |
| Isabell Wuest |
Kolle Rebbe Gmbh |
Account Manager |
| Moritz Hake |
Kolle Rebbe Gmbh |
Art Director |
| Susanne Haertwig |
Kolle Rebbe Gmbh |
Copywriter |
| Moritz Hake |
Kolle Rebbe Gmbh |
Designer |
| Martin Luehe |
Kolle Rebbe Gmbh |
Production Manager |
| Katrin Gruen |
Kolle Rebbe Gmbh |
Art Buyer |
| Dirk Weyer |
Dirk Weyer Photography |
Photographer |
| Tyler Spangler |
|
Illustrator |
| Drew Millward |
|
Illustrator |
| Andrew Archer |
|
Illustrator |
| Adam Pobiak |
|
Illustrator |
| Mathis Rekowski |
|
Illustrator |
| Eugenia Loli |
|
Illustrator |
Brief Explanation
For more than 100 years, the very traditional tea company Hälsson & Lyon has been getting people excited for tea thanks to its high quality product and passion for innovation. Hälsson & Lyon wanted to demonstrate to their business partners and clients that a traditional tea company can still cause a stir in today's fast-moving times with a little creativity.
The Brief
The oldest beverage in the world isn't getting any younger. Hälsson & Lyon wanted to demonstrate to select business partners and clients that tea can still be interesting and create a buzz. That's why they chose the appeal of the forbidden, developing a very special mailing that nobody could ignore, even in the highly competitive tea market. They created: LSTea.
How the final design was conceived
The LSTea mailing plays off the appeal of the forbidden. Referencing its iconic, hallucinogenic namesake, stimulating black tea and invigorating substances such as guarana were finely pressed into thin sheets of tea and lovingly adorned with brightly coloured, psychedelic, hand-drawn artwork by six international illustrators. The single-use tabs are ideal for a mind-expanding trip into the world of tea.
Indication of how successful the outcome was in the market
The provocative name and suggestive design made LSTea impossible to ignore. It transformed the world's oldest drink into something wild and interesting. Each cup of tea became a stimulating experience that was enjoyed and celebrated to the full, just like a trip. Business clients and partners were duly impressed by the innovative design of the product and it demonstrated the company's creative thinking. Design-oriented bloggers also discovered the limited edition trip in a cup, introducing a new, young target group to Häls son and Lyon.