Mazelprost wins Gold at the iF Design Award
To celebrate the 50th anniversary of German-Israeli relations the agencies of BBDO Berlin, BBDO Tel Aviv and the Peter Schmidt Group had together developed
This award reaffirms the exceptional product design of Mazelprost as the iF Design Award is one of the most prestigious international design awards and this year it attracted nearly 5,300 hopeful submissions. The jury of the iF Design Award 2016 commended Mazelprost at its recent annual prize giving ceremony and said that "The worldwide tradition of toasting with bottles and glasses has been perfectly reproduced through graphics which show hands holding bottles in a humorous setting."
The Peter Schmidt Group, the brand and design agency of BBDO Group Germany, was responsible for the design and for its designers it had been important to create a light and playful appearance that symbolised the close and friendly relations between Israel and Germany, yet a transparent label, seal and vibrant colour scheme still presented Mazelprost as an optimistic and modern drink.
In addition to Mazelprost as a gold winner, the jury of the iF Design Award 2016 had previously commended four other projects of the Peter Schmidt Group: The corporate design of Heidelberger Druckmaschinen, L'Osteria and Nanu-Nana as well as the book project 101 Great Minds on Music. In total, the Peter Schmidt Group has been one of the most successful agencies at this year's competition.
The Mazelprost project: An optimistic drink that connects Germany and Israel
Last year Israel and Germany celebrated the 50th anniversary of their diplomatic relations and what had begun as a cautious approach to one another has since developed into a true friendship, one where good friends not only share their experiences but also get to know each other. Inspired by this ideal Mazelprost, a drink in the tradition of craft beer, was created that combined a culinary specialty from each country: Hummus and beer, as in addition to the customary ingredients of water, yeast, hops and malt, 20 percent of Mazelprost was also made from chickpeas. The beer's name equally linked the two countries together as Mazelprost was a combination of the Hebrew "Mazel Tov", for "Good luck!", and the German "Prost", meaning "Cheers!".
The Research and Teaching Institute for Brewing in Berlin (VLB) worked for two months on the initiative, with the close support of the advertising agency BBDO Berlin, to devise a recipe for a successful fusion of chick peas and hops. The result had been a slightly sweet craft beer that was produced by the Berlin brewery Schoppe Bräu. Mazelprost has since been served at many public events, such as the Opera Ball in Leipzig, and has even become a permanent exhibit within the collection of the Jewish Museum in Berlin.