The Henkell brand is one of the best known sparkling wine brands in Germany. Founded in 1856, Adam Henkell created sparkling wine in combination with his French cuvée expertise and German craftsmanship. The brand quickly became a global player and is now available in more than 100 countries – and to this day, every single bottle sold worldwide is produced in Wiesbaden.
Create inspiring designs to be used on the Henkell 2018 Limited Edition bottle.
Henkell is perceived as a high quality brand with a very strong traditional character.
Therefore the key challenges your design should tackle are:
- boosting a modern perception of the brand
- infusing the brand with a spirit of innovation
- increasing the overall attractiveness of the brand
- Additional sales in the period of the Limited Edition point-of-sale promotion
- Increased attractiveness for a younger audience
- Selected content from the active project will be promoted in Henkell digital channels (website, social media)
Here are five critical points to help you come up with the best design for this challenge:
Use the visual guideline: Design the sleeve and capsule of the bottle – NOT the bottle!
Your designs may only go on the PINK surface (SLEEVE + single-coloured CAPSULE).
The “Project Kit” includes the design template which shows you exactly what areas on the bottle you must design. It also includes key terms and descriptions of existing graphic elements.
Your design should build a bridge between traditional and modern values.
The current international brand campaign revolves around challenging and re-defining the established rules an old antiquated world in a playful and pleasant way. Henkell's motto: "Don’t take yourself too seriously and create your own traditions!"
Using this motto as your cue Henkell wants you to come up with inspiring new designs to boost the modern spirit of the brand.
It’s also helpful to consider the brand claim when developing your design concept.
- The German claim is “Henkell. So prickelnd kann trocken sein.“.
- The international claim is „Henkell. Making life sparkle since 1856.“.
Create an eye-catching design to generate point-of-sale impact but remain true to the brand.
It is very important that your design reflects the traditional brand character to some degree.
Think of it this way: You’re giving the design on the Henkell bottle a makeover and adding some new aspects to the personality and how people perceive it – but the personality itself should not become entirely different!
Explain the thinking behind your design
What is the big idea behind your design?
How does it create a “new individual tradition” while staying true to the brand’s roots?
Use the brand colour code
Henkell typically communicates in a quite a glamorous, sparkling, sensual and festive way: with golden, chamois, carmine red, masson green and black colours. Use the “Henkell Trocken” bottle in the Project Kit for colour references.
Design elements / guidelines:
- Design the sleeve packaging, which will be shrink-wrapped around the bottle between the neck loop and the bottom of the bottle. See the “Project Kit” for visual guidelines.
- Colour adjustment of the single-coloured aluminum capsule (golden, chamois, carmine red, masson green and black colours). Use the “Henkell Trocken” bottle in the Project Kit for colour references.
- DON'T design the area where the front and back label are, as well as the Henkell Red Ribbon and neckloop.
- No thematic limitations
When you submit an idea on jovoto, you will be using an upload template with very specific requirements. So, before you even start designing, first check this idea example, to see in one go what you need to create for this challenge.
- Females between 30 and 59 years of age with an average net household income of 2.000,- EUR+, who are sparkling wine consumers, conscious about brands and quality, value and pleasure oriented, hospitable and interested in a contemporary, glamorous lifestyle
- Males and females between 25 and 65 years of age with an average net household income of 1.500,- EUR+, who are sparkling wine consumers, conscious about brands and quality, value and pleasure oriented, hospitable and interested in a contemporary, glamorous lifestyle
Ideally your design will appeal to both target groups – but the focus should be on the more feminine Target Group 1.
Desired Brand Perception
- Additional awareness/excitement and shelf impact at the point of sale
- Trial purchase acts
- Innovative, modern and attractive consumer perception of the brand
- Consumer perception as a contemporary brand in the sparkling wine segment
Do's and don'ts
1) The design needs to be derived from the brand related colour worlds of gold, chamois, carmine red, masson green and black.
2) The design needs to combine the festive, high quality imagery of the brand with a contemporary/trendy, attractive and appealing sleeve/single-colored aluminum capsule artwork.
3) The design can pick up on the mood of the current brand communication, such as party situations, good times together, celebration, confetti etc.
4) The design needs to reflect the high quality demands of the product
5) “Tradition is never boring as long as it’s interpreted in a contemporary way.”
1) No further emphasis of the golden lily!
2) No outdated, antiquated sleeve designs!
3) No sleeve finishing possible, such as imprints, embossings etc.
4) No processing of metallic colours, matt colours or transparencies possible
5) Sleeve/ single-coloured aluminum capsule design must be created with a maximum of 8 (custom) colours
Your design will be evaluated based on two criteria:
- Technical feasibility: Look at the Do’s and Dont’s and follow them!
- Overall brand fit: Aim for the right mix of established brand and a new inspiring design direction.
Additionally: Some topics of what you should be aware of in this specific project – read the Project Terms for more details.
- Removal of Ideas: Submissions might be immediately removed from the platform for possible legal infringements by jovoto. Revised ideas may be uploaded again.
- Communication: Throughout the submission and rating phase, submissions may be shared by jovoto and the client on their communication channels.
- Third-Party Material/Sources: Please submit ideas
- for which you own and are able to exclusively transfer the full copyright and image rights
- or otherwise ensure that you have noted any and all third- party material you used – including the source where it can be found. This refers to all aspects of the submission, meaning not only visual components, but also informative content. Please cite the source/articles of your informational claim.
- Read all about original work and how to use inspiration material in order to create original work here (“Third Party Material 101”) and in this blogpost with community member CrossTheLime.
- Refinement: In case your submission is chosen as a Client Award, you agree to make possible revisions during a Refinement Phase (calendar week 8/9). This means eliminating all third-party/creative commons material and incorporating minor adjustments from the client.
- File Format: In case your submission is chosen as a Client’s Award, you will need to supply open layered file formats as well as printable formats (with 300 dpi).
Timing & Awards
How will the winning design be chosen?
- The most amazing designs (5-10) will be selected on a shortlist by the client.
- These designs will go through a quick Refinement Phase (calendar week 8/9) (see "Important Notes” section).
Each design which goes on the Client Shortlist or in the Refinement Phase will earn from a total pool of €3000.
- After the refinements, 3-5 designs will be picked by the client to go into a public voting in March 2018 where all Henkell fans can support their favorite design. The most voted design will be the final winner, meaning that it will be produced as the Henkell Limited Edition 2018 and will earn an additional €3000.
The deadline to have your submission be considered for the Halftime Awards is Tuesday, January 16th, 2017 at 23:59 (Berlin time).
Here is a brief overview of what is particularly important to be aware of:
1. When entering an idea for a project, jovoto as well as the client, may display, share and print it for evaluation or presentational purposes.
2. There is a three month exclusivity period:
- in which you may publish and share your idea on other websites or social media and ensure it is clearly labelled as a submission created on jovoto.
- in which you ensure that the client is able to exclusively license your design.
- after which you may offer your submission to others and publicly display it (without the clients logo).
3. Please ensure that you have noted any and all third party material you used - including the source where it can be found.
5. The project terms clarify rights for your upload as well as the details that go into effect if and when you are informed that the client wishes to license your design.
6. Please carefully check and review your submission and the attachments before uploading them - they can only be deleted within 24 hours.