Title | SIGNED BY BEES |
Brand | A. DARBO AG |
Product/Service | DARBO AUSTRIAN BEEKEEPER´S HONEY |
Category |
E05. Sustainable Packaging |
Entrant
|
DEMNER, MERLICEK & BERGMANN Vienna, AUSTRIA
|
Idea Creation
|
DEMNER, MERLICEK & BERGMANN Vienna, AUSTRIA
|
Production
|
DEMNER, MERLICEK & BERGMANN Vienna, AUSTRIA
|
Credits
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.