Rosenthal is one of the world’s foremost producers of fine porcelain, with a historically innovative approach to traditional craftsmanship. They are always searching for the best way to protect their fragile product.
That’s why Kolle Rebbe developed the first drinkable packing material – Fragilitea. The name itself already tells you the story of this one-of-a-kind invention in just one word. Fragilitea is made from high-quality tea, pressed into paper-thin sheets and folded in a special shock-absorbing zig-zag pattern. The result is a packing material with maximum protection features and the capacity to transform into an aromatic tea as soon as you pour hot water over it.
Fragilitea is not only the invention of a new word and a new product, but it also adds a whole new dimension to how sustainable packing materials can actually be.
Agency: Kolle Rebbe
Executive Creative Director: Sascha Hanke
Designer: Sascha Hanke
Art Director: Matthias Grotter
Artworker: Britta Meyer
Copywriter: Caroline Schmidt