Tirol Box
Branding, website design, packaging design, strategy and copywriting for Tirol Box
Client:
Tirol Box
Industry:
Lifestyle & retail
Services:
Strategy, Branding, Logo, Webdesign, Print, Packaging
Challenge:
The combination of handmade Tyrolean products and an innovative business model. Awareness and reach: zero.
What we did:
Development of the idea and the business model, management, business operations, public relations, creative direction including photography and copywriting as well as implementation from A to Z.
Result:
A hype about Tirol Box, high level of awareness beyond the borders, recognition in local politics and copying by renowned Tyrolean advertising companies. Imitation is the best compliment. :-)
The Tirol Box started as an innovative monthly subscription box containing high-quality, handmade products from the Tyrolean mountains and valleys, delivered to Tirol lovers across Europe. Subscribers traveled through exciting themed worlds month after month, and the number of boxes was strictly limited. Collaborations with 25 fantastic Tyrolean companies, from small companies like Floberry and Alpenschick to large companies like Riedel and Swarovski, guaranteed the highest quality, valuable products, and a unique customer experience from the ordering process to unpacking the Tirol Box. Today, Tirol Box offers customized gift boxes for B2B customers. We were responsible for strategy, finance, collaborations, creative direction, photography, branding, and packaging design.
The logo features the Serles and "Tirol Box" in a natural handwriting (Trattatello) – giving it a classic, elegant, and timeless look and allowing the logo plenty of room to breathe ("feel free"). At the same time, it conveys a sense of rawness, authenticity, and handcrafted quality. We slightly modified the Trattatello font to better match the Tirol Box branding: Letters like R, X, L, and O, as well as the kerning, were manually optimized.
As for the mountain shape in the logo, the Serles was chosen quite deliberately—not only because of its location and impressive size, but also because of the myth surrounding the Serles. Legend has it that a brutal and cruel king named Serles and his two sons were turned to stone after a farmer cursed them for their evil and barbaric tendencies. Where the castle once stood, the Serles now towers, with a high peak and two smaller peaks on either side. Treating people with respect and kindness is entirely in line with the values of Tirol Box, which is why the Serles is a perfect fit for the corporate identity.
When you think of Tyrol, natural colors like brown (earth), green (grass), yellow (flowers), gray (rocks), and blue (sky) immediately come to mind. The Tirol Box's corporate colors reflect this. At the same time, the colors should be used in a way that creates an elegant and timeless effect. Therefore, dark earth brown is used instead of black (where possible) and cream instead of white (where possible). Red is deliberately avoided to avoid conveying aggressiveness and unnaturalness. The Tirol Box is intended to radiate a feeling of warmth and tranquility.
The "Trattatello" font is used only in the logo. Source Serif Pro and Source Sans Pro are used for everything else. They have a very modern look and combine classic elegance with perfect legibility, both on screen and in print. Another plus point is the extremely good visibility of the serifs, even at small font sizes; this is especially useful for text in social media posts. To give the text an even more luxurious look, drawn St. John's wort buds were placed on both sides of the headings.
Typical Tyrolean plants were vectorized and thus used as secondary stylistic elements. The idea behind this: The ingredients for the products in the Tirol Box grow on Tyrolean soil, and the Tyrolean earth nourishes the products. This also nourishes the flowers and plants that are repeatedly featured in the brand's communications. The charcoal and feather outline connects to the Serles symbol in the logo. This gives everything a natural, authentic look that matches the overall branding.
The packaging design for the Tirol Box features the incredibly beautiful Obernberger See in the Wipptal Valley, near the Austrian-Italian border. It's quite remote and an insider tip for anyone seeking peace and quiet. A special place to enjoy beautiful moments—perfect for the look and feel of the Tirol Box. The packaging design for the Tirol Box basic features the Schlick 2000 in the Stubai Valley. A location with easier access and less "exclusive" than Obernberger See—therefore also perfectly suited to the look of the Tirol Box basic. Both boxes share an earth-brown interior lining on the bottom and sides—with vectorized symbols of the plants that grow in Tyrol. This gives the packaging design an extra dose of luxury.
The chocolate in the Tirol Box branding is the only product included in every box (except during the summer months). This ensures a stronger brand connection between subscribers and the Tirol Box. The front of the box is divided into dark earth brown and colored in the "golden ratio" of 8:5. The colored part represents the chocolate flavor with various symbols—again, the aforementioned charcoal-feather outline, as well as the alpine plants in the interior of the box and other secondary stylistic elements on the website and other communication media. Bee symbols adorn the honey chocolate, hazelnut symbols the nougat version, and blueberries adorn the – guess what – blueberry chocolate. Many more flavors are still in the pipeline. Delicious!
The Corporate Design Manual provides further details on the Tirol Box branding.
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