THE TEABAG COLLECTION
Hälssen & Lyon GmbH
Issue 43 | June 2017
Agency
KOREFE
Creative Team
Head of Design: Christian Doering Executive Creative Director: Sascha Hanke Creative Director: Alexander Michaelsen, Tim Esser Graphic Designer: Mitja Schneehage
Production Team
Collection Designer: Ayzit Bostan Production Manager: Martin Leute Agency Producer: Ricarda Brieden Artbuying: Alice Feja Photographer: Imke Jansen Director: Fabian Frinzel, Alexander Hildenberg Production Company: RTS Scholz GmbH Sounddesign: HASTINGS Music GmbH Sounddesigner: Oscar Meixner
Other Credits
Account Director: Andreas Winter-Buerke Account Manager: Isabell Wüst PR: Melanie Michelberger
Date
January 2017
Background
Since 1879, Hälssen & Lyon has been crafting the finest teas for clients across the world. In order to attract a new group of potential customers to the brand The Teabag Collection was created, the first tea bags that look and feel like the world's most iconic handbags.
Idea
The idea was to work together with renown handbag designer Ayzit Bostan to create five limited-edition tea bags in the style of iconic handbags. The selection was handcrafted with cordless silk and permeable cotton and designed to fit perfectly with the personality of each brew. Packaged in a handmade box, the designs made their worldwide premiere at Berlin Fashion Week, Germany's most important fashion event.
Results
Thanks to the buzz generated at the Berlin Fashion Week, The Teabag Collection continues to gain traction online. Interest from new clients grew exponentially, with 35% increase in new business meetings within the first three months.