--- title: "Top Secret TasteTEE: Awareness Campaign and Gamified Packaging Design" url: https://justblue.de/en/works/pfanner-mystery/ date: 2024-11-22 modified: 2025-11-24 author: "Sophie" image: https://justblue.de/wp-content/uploads/2024/11/justblue_Pfanner_Mystery_teaser-scaled.png type: works lang: en --- # Top Secret TasteTEE: Awareness Campaign and Gamified Packaging Design ![](https://justblue.de/wp-content/uploads/2024/11/Mytery_Fragezeichen-e1732273463381.png) 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. ![](https://justblue.de/wp-content/uploads/2024/11/Mytery_Slider1-scaled.png) ![](https://justblue.de/wp-content/uploads/2024/11/Mytery_Slider5-scaled.png) ![](https://justblue.de/wp-content/uploads/2024/11/Mytery_Slider4-scaled.png) ![](https://justblue.de/wp-content/uploads/2024/11/Mytery_Slider3-scaled.png) ![](https://justblue.de/wp-content/uploads/2024/11/Mytery_Slider2-scaled.png) 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. ![](https://justblue.de/wp-content/uploads/2024/11/Mystery_Teil-01-scaled.png) ![](https://justblue.de/wp-content/uploads/2024/11/justblue__Pfanner_Mystery_Teil_01_CloseUp.png) ![](https://justblue.de/wp-content/uploads/2024/11/Mystery_Teil-02-scaled.png) ![](https://justblue.de/wp-content/uploads/2024/11/Mystery_Teil-02-Close-Up-scaled.png) ![](https://justblue.de/wp-content/uploads/2024/11/Mystery_Teil-03-scaled.png) ![](https://justblue.de/wp-content/uploads/2024/11/Mystery_Teil-03-Close-Up-scaled.png) ![Background image](https://justblue.de/wp-content/uploads/2024/11/justblue__Pfanner_Mystery_Twitch_Bildshirm-2-1024x576.png) ![Background image](https://justblue.de/wp-content/uploads/2024/11/justblue__Pfanner_Mystery_Twitch_Bildshirm-2-1024x576.png) ## Other Cases [![](https://justblue.de/wp-content/uploads/2024/05/justblue_hansaplast_thumbnail.png) **Hansaplast** **Hansaplast in 1st Place: Concept and Assets for Benchmark Digital Campaign** Kommunikation](https://justblue.de/en/works/hansaplast/) [![](https://justblue.de/wp-content/uploads/2024/03/justblue_dejavu_thumbnail.png) **Déjà-Vu** **Unique Despite Déjà Vu: Branding in Oriental Summer Style** Packaging Design](https://justblue.de/en/works/dejavu/) [![](https://justblue.de/wp-content/uploads/2024/08/justblue__RUF_Packaging_teaser.png) **RUF** **Category Codes in the Shelf: A Heritage Brand Finds Its New Look** Packaging Design](https://justblue.de/en/works/ruf-packaging/) [![](https://justblue.de/wp-content/uploads/2026/04/justblue_persil_Teaser-scaled.png) **Persil** **Persil: Reimagining Deep Clean – a relaunch design balancing performance and emotion** Brand Design](https://justblue.de/en/works/persil-reimagining-deep-clean-a-relaunch-design-balancing-performance-and-emotion/) [![](https://justblue.de/wp-content/uploads/2026/06/justblue_RUF_baerchen_Rufus-1.jpg) **RUF** **More Than a Sales Promotion: The RUF Bear Family as a Brand Asset** Communication](https://justblue.de/en/works/sammellust-statt-sales-promo-die-ruf-baerchen-family-als-brand-asset/) [![](https://justblue.de/wp-content/uploads/2024/05/justblue_jaegermeister_thumbnail.png) **Jägermeister** **Beautifully Clear: Young and Fresh With the DNA of the Platzhirsch** Packaging Design](https://justblue.de/en/works/jaegermeister/) [![](https://justblue.de/wp-content/uploads/2024/11/justblue_Pfanner_Melonise_PageImage.png) **Pfanner** **From a Design to a Hashtag: Emotional Awareness Campaign for Gen Z** Communication](https://justblue.de/en/works/pfanner-melonize/) [![Gerolsteiner](https://justblue.de/wp-content/uploads/2024/08/justblue_gerolsteiner_thumbnail.png) **Gerolsteiner** **Small Heroes, Big Brand Values: Sparkling Storytelling for Gerolsteiner Edutainment Campaign** Kommunikation](https://justblue.de/en/works/gerolsteiner/) [![](https://justblue.de/wp-content/uploads/2024/11/justblue_Glycklich_PageImage.png) **Glycklich** **Glycklich Ice Cream: Clear Brand Identity for Endearing Enjoyment & Success at the POS** Brand Design](https://justblue.de/en/works/glycklich-eis/) [![](https://justblue.de/wp-content/uploads/2024/03/bahlsen-thumb-placeholder.png) **Bahlsen** **Brand Activation During the Christmas Rush: Impulse Purchases Through Seasonal Relevance** Packaging Design](https://justblue.de/en/works/bahlsen/) [![](https://justblue.de/wp-content/uploads/2024/03/justblue_ruf_glueklichmacher_mockup-scaled.png) **RUF** **Following the Customer Journey: Digital Campaigning for RUF ** Communication](https://justblue.de/en/works/ruf-kommunikation/) [![](https://justblue.de/wp-content/uploads/2025/10/justblue_Rama_Cremefine_Bottle-scaled.jpg) **Rama** **Rama Cremefine: Down-To-Earth. 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