---
title: "From a Design to a Hashtag: Emotional Awareness Campaign for Gen Z"
url: https://justblue.de/en/works/pfanner-melonize/
date: 2024-11-22
modified: 2025-11-24
author: "Sophie"
image: https://justblue.de/wp-content/uploads/2024/11/justblue_Pfanner_Melonise_PageImage.png
type: works
lang: en
---

# From a Design to a Hashtag: Emotional Awareness Campaign for Gen Z

## What it’s about

![](https://justblue.de/wp-content/uploads/2024/11/justblue__PfannerMelonise_TimeToMelonice-e1732271452117.png)

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.

![](https://justblue.de/wp-content/uploads/2024/11/justblue__Asset3.png)

![](https://justblue.de/wp-content/uploads/2024/11/justblue__Pfanner_Melonise_Asset2.png)

![](https://justblue.de/wp-content/uploads/2024/11/justblue__Asset1.png)

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.

![](https://justblue.de/wp-content/uploads/2024/11/justblue__PfannerMelonise_APhenomelonPair.png)

![](https://justblue.de/wp-content/uploads/2024/11/justblue__Pfanner_Melonise_Melone.png)

![](https://justblue.de/wp-content/uploads/2024/11/justblue__Pfanner_Melonise_Pack3D.png)

![](https://justblue.de/wp-content/uploads/2024/11/justblue__Pfanner_Melonise_Pack.png)

![](https://justblue.de/wp-content/uploads/2024/11/justblue__Pfanner_Melonise_Illu.png)

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