THE TEABAG COLLECTION

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ClientHÄLSSEN & LYON GMBH
Category B02. Promotional Item Design
TitleTHE TEABAG COLLECTION
Product/ServiceTEA
Entrant KOLLE REBBE Hamburg, GERMANY
Idea Creation KOLLE REBBE Hamburg, GERMANY
Idea Creation 2 KOREFE Hamburg, GERMANY
PR MICHELBERGER PR Hamburg, GERMANY
Production KOREFE Hamburg, GERMANY
Production 2 RTS SCHOLZ Bremen, GERMANY
Production 3 HASTINGS MUSIC Hamburg, GERMANY
Credits
Name Company Position
Sascha Hanke Kolle Rebbe GmbH Executive Creative Director
Christian Doering Kolle Rebbe GmbH Head of Design
Alexander Michaelsen Kolle Rebbe GmbH Creative Director
Tim Esser Kolle Rebbe GmbH Creative Director
Mitja Schneehage Kolle Rebbe GmbH Graphic Designer
Isabell Wüst Kolle Rebbe GmbH Account Manager
Tommy Szewczuk Kolle Rebbe GmbH Retoucher
Ricarda Brieden Kolle Rebbe GmbH Agency Producer
Martin Lühe Kolle Rebbe GmbH Production Manager
Alice Feja Kolle Rebbe GmbH Art Buyer
Roy Philipp Kolle Rebbe GmbH Retoucher
Alexander Hildenberg Kolle Rebbe GmbH Director Of Photography
Ayzit Bostan n/a Designer
Imke Jansen n/a Photographer
Fabian Frinzel n/a Director
Oscar Meixner HASTINGS Music GmbH Sound Engineer

The Campaign

We created The Teabag Collection – the first tea bags that look and feel like the world’s most iconic handbags. An innovative idea designed to demonstrate how the oldest drink in the world is anything but out of fashion.

Creative Execution

Hälssen & Lyon worked together with renowned handbag designer Ayzit Bostan to create five, limited-edition tea bags in the style of the iconic handbags. The selection was handcrafted with cordless silk and permeable cotton and designed to fit perfectly with the personality of each brew.

Indication of how successful the outcome was in the market

Thanks to the buzz generated at Berlin Fashion Week and the positive response from clients, The Teabag Collection led directly to a significant uptick in sales within a month of its release. Interest from longstanding clients grew exponentially, with 35% of them placing new orders within two weeks of release and several new clients requesting more information. The Teabag Collection continues to gain traction online, generating priceless PR.

The Teabag Collection premiered publicly at Berlin Fashion Week, Germany’s most important fashion event, where they quickly grabbed the attention of fashion lovers, generating a lot of valuable PR. In addition to that, the precious collection was sent out to fashion oriented influencers as an exclusive promotional mailing in a three-digit circulation.