PRODUKTIONSBUERO ROMEY VON MALOTTKY Hamburg, GERMANY
Credits
Name
Company
Position
Alexander Schill
SERVICEPLAN GROUP
Global Chief Creative Officer
Christoph Everke
SERVICEPLAN GERMANY
Executive Creative Director
Katrin Oeding
Studio Oeding GmbH
Creative Director
Timm Hanebeck
SERVICEPLAN GERMANY
Global Executive Creative Director
Basma Attalla
SERVICEPLAN GERMANY
Creative Director
Henrik Pfeiffer
SERVICEPLAN GERMANY
Senior Copywriter
Frederike Enk
SERVICEPLAN GERMANY
Accountant
Johanna Baehner
Studio Oeding GmbH
Project Manager
Ferdinand Ritter Kempski von Rakoszyn
SERVICEPLAN GERMANY
Junior Accountant
Stefan Kreißl
SERVICEPLAN GERMANY
Trainee Marketing/Consulting
Sung-Hi Leem
Studio Oeding GmbH
Art Director & Senior Designer
Javier Fernandez
Studio Oeding GmbH
Designer
Fabian Bill
Studio Oeding GmbH
Copywriter
Wolfrik Fischer
AWF (Special Effect Munich)
Dummy Producer
Lorenz Langgartner
SERVICEPLAN GROUP
Creative Innovation Director
Franz Roeppischer
SERVICEPLAN GROUP
Creative Innovation Director
Hendrik Sommerfeld
Designstube
Editor
Bernd Westphal
Bernd Westphal Photography (Hamburg)
Photographer
The Campaign
We crafted a spirit out of the Ehinger spirit – a gin that contains original parts from the old machines. We bottled it together with the machine parts and labelled each bottle with the mind-boggling story of the part’s origin.
According to Uwe Ehinger’s favourite models, Harley Davidson Panhead, Flathead, and Knucklehead, we made three varieties (classes), containing iconic original parts of these very machines.
That way, fans could finally actually taste the spirit of three different vintage Harley Davidson motorbikes and let it become a part of them.
Creative Execution
Every element of our hand-made packaging consists of colours and materials that were already used in the 30s and 40s – a meticulous rendition of the packaging technology of the era in which the contained bike parts have originally been crafted.
The Bottle:
Custom-made clear glass with bottom-side counterbore by Karl Schmid glassworks; original vintage machine part welded on a stainless-steel socket by Wolfrik Fischer studio
Paper and cardboard:
Maren Thomsen, ‚Les Naturals’, sand, anthracite and alabaster white
Finish:
Crucible printing press hot foil stamping
Inks:
Red: Kurz Luxor 307 (matches Pantone 8863)
Gold: Kurz Luxor 381 (matches Pantone 871)
Silver: Kurz Alufin Spezial (matches Pantone 877)
Black: Tecnofoil 499
Indication of how successful the outcome was in the market
Since the making of the bottles is a highly expensive and elaborate process, we have crafted a first batch of 100 bottles per class. 300 bottles that were offered in the EK Shop and online – and were out-of-stock within a few days.
Ehinger Kraftrad is a relatively small brand, but with a big reputation in the scene. The machines cost a fortune, therefore the customer potential draws from predominantly male, wealthy, highly-interested, well-informed, hardcore fans. Ehinger Kraftrad is renowned for sweating every detail painstakingly. Thus, it was important to craft the packaging in an accordingly authentic and meticulous fashion.
To reach the relevant target group, we focused on the according globally published special-interest magazines and social media to create buzz and create interest within the target audience. Before long, the message literally spread worldwide, and so, numerous inquiries came in from all over the world.