With the Mystery Limited Edition, Pfanner set out to captivate Gen Z. The twist? The ice tea flavor isn’t revealed upfront – it’s up to consumers to guess! We designed the packaging to spark curiosity, incorporating subtle, flavor-specific hints into the design.
From several proposed concepts, the client selected an illustrative design with a focus on storytelling. For the flavor “Elderflower & White Tea”, the packaging drew inspiration from themes of relaxation, springtime, lightness, positivity, and a green-and-purple color palette. The design features delicate blossoms and a laid-back character, creating a visually inviting and thematic experience.
Building on the packaging, we developed an awareness campaign tailored to the edition. Static and animated assets derived from the design were deployed on Gen Z’s go-to streaming platform, Twitch, ensuring maximum engagement and attention. This seamless integration of packaging and digital communication brought the Pfanner Mystery Edition to life, turning it into an interactive and visually compelling experience.
