SIGNED BY BEES

ClientA. DARBO AG
Category B02. Promotional Item Design
TitleSIGNED BY BEES
Product/ServiceDARBO AUSTRIAN BEEKEEPER´S HONEY
Entrant DEMNER, MERLICEK & BERGMANN Vienna, AUSTRIA
Idea Creation DEMNER, MERLICEK & BERGMANN Vienna, AUSTRIA
Production DEMNER, MERLICEK & BERGMANN Vienna, AUSTRIA
Credits
Name Company Position
Dushan Drakalski Demner, Merlicek & Bergmann Executive Creative Director
Alistair Thompson Demner, Merlicek & Bergmann Creative Director
Stefanie Golla Demner, Merlicek & Bergmann Art Director
Christo Penev Demner, Merlicek & Bergmann Art Director
Benjamin Bergmann Demner, Merlicek & Bergmann Copywriter
Philipp Siegwardt Demner, Merlicek & Bergmann Junior Copywriter
Helmut Schliefsteiner Demner, Merlicek & Bergmann Account Director
Martha Stockbauer Demner, Merlicek & Bergmann Account Manager
Marcello Demner Demner, Merlicek & Bergmann Director
Fabian Eder Demner, Merlicek & Bergmann Post Production
Lukas Wiskocil Demner, Merlicek & Bergmann Post Production
Doron Nadav VIE Film Director of Production
Konrad Milan VIE Film Director of Production
Marco Antonio Do Nascimento Demner, Merlicek & Bergmann Creative Director Retouching
Lena Sallmaier Demner, Merlicek & Bergmann Production
Daniela Sobitschka Demner, Merlicek & Bergmann Production
Hermann Seiser Ceramic Studio Hermann Seiser Jar Production
Simone Kicker Ceramic Studio Hermann Seiser Jar Production
VIE Film VIE Film Production Company
Bees Designer

The Campaign

To create the first ever bio-labels signed and designed by bees. Each bee-branded label should reflect the uniqueness of the beehive that created the honey itself.

Creative Execution

Special porcelain jars were created, with an exposed label and space for the bees to work their magic. The jars were then placed directly into the beehives by the beekeepers. From here on out, the bees took over. Each individual beehive made its own bio-label on the honey jar. Over a period of several days, a few dozen specialty products were created.

Indication of how successful the outcome was in the market

Darbo was able to strengthen its brand positioning as well as solidify its market leader position in honey. Sales of special Beekeeper Honey not only increased, but this simple idea was able to unify country-wide beekeepers under one organic label. Many of these limited-edition jars will live as design pieces in homes and hotels across the country for a long time to come.

Darbo’s positioning (all-natural inside) was elevated to a new level. For the first time it was carried to the outside of the product (label/packaging). The target group and customers for this product were not only honey-lovers across the country (souvenirs, gifts and design pieces for their homes) but also the tourism industry. The jars became fixed ’installations’ in Austrian hotels, known for their exquisite and lavish breakfast buffets.