What it’s about
For the popular iced tea brand Pfanner, we created a visual and verbal concept for the limited edition “Time to Melonice”. The goal was to design an iced tea for Gen Z that, in line with its summer launch, conveys the values of “refreshment” and “summer vibes”. The design was crafted to evoke a sense of freedom and friendship making it the perfect cooling companion for hot summer days.
To connect with the core audience on their preferred platforms, the playful packaging design was supported by a comprehensive social media campaign. Using the hashtag #meloniceyourlife. Fans were invited to share the summer vibes of Pfanner Melonize. Little melon characters in summery scenarios bring a unique story to life, making the brand stand out. Product-related puns like “You are one in a MELON” and “Treat yourself to a MELONment” add a lighthearted and relatable tone, perfectly tailored to the target audience, ensuring the campaign’s social media success.
The vibrant and colorful design not only resonates with Gen Z but also ensures that Pfanner Melonize stands out on the shelves, making it a highlight in the world of iced tea.
