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Mazelprost / Humous beer

Mazelprost
Mazelprost

Discipline: Packaging

Mazelprost
Mazelprost
Mazelprost
Mazelprost

Discipline: Packaging

This year Israel and Germany are celebrating the 50th anniversary of their diplomatic relations. What began with a cautious approach to one another has since developed into a true friendship, one where good friends not only share their experiences but also get to know each other. Inspired by this ideal Mazelprost, the world's first humous beer, has been created and is the official drink of the German-Israeli friendship, yet this honor has been interpreted in a humorous and down to earth way. Its transparent label, seal and color scheme reflect current trends within the craft beer segment to give Mazelprost an optimistic and modern image.

  • TARGET GROUPS Consumer / User

  • TARGET REGIONS Europe

  • DEVELOPMENT TIME up to 12 months

  • DATE OF LAUNCH 2015

This packaging for the world’s first hummus beer symbolizes 50 years of friendship between Germany and Israel, and it does so in an exciting and humorous way. The universal tradition of raising bottles or glasses for a toast is perfectly captured in the graphic design: the two hands holding bottles are implemented in a witty way. The overall graphic design language is reminiscent of the current trend for craft beers. Altogether, this packaging is an intelligent means of communication, a modern and optimistic product.
The iF jury
Client / Manufacturer

Embassy of Israel

Embassy of Israel
Berlin, Germany

Design

Peter Schmidt Group

Peter Schmidt Group
Hamburg, Germany

Dennis Dominguez, Juliana Fischer, Anette Haid, Stephanie Rieckmann, Florian Schaake

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Design

BBDO Berlin, BBDO Tel Aviv

BBDO Berlin, BBDO Tel Aviv
Berlin, Germany

Jan Harbeck, Ton Hollander, Wolfgang Schneider, Christian Anhut, Marius Lohmann, Ricardo Wolff, Danny Yakobowitch