CHRISTMAS! Leckerlee Lebkuchen packaging by Strohl

December 18th, 2012 by retail design blog

Reminiscent of gingerbread, Lebkuchen are traditional German cookies which have been sold in elaborate decorative tins for hundreds of years. Our client’s almost unhealthy obsession with Lebkuchen led her from Berlin to New York City in a quest to create her own modern interpretation.

As a special limited edition, Leckerlee asked us to design a NYC themed tin for this winter’s Lebkuchen season. Vintage Lebkuchen tins were often decorated with snowy scenes from the towns where they were baked, so it made sense for Leckerlee to have a tin representing their home city of New York. The illustrated scene integrates all of New York as a small village, a connected community where everybody shares the spirit of the holiday season. Available online at or at Dean and Deluca.

As the primary touchpoint for the product, the logo emblazons the lid of the tin, featuring a “ginger-bear” clutching a honeystick. The lids are carefully embossed on these heavy-weight, oversized tins emparting a high level of finish that feels distinctly old world. Whereas traditional tins might feature a illustrative scene of a German village, the Leckerlee tins are decorated with lively geometric motifs. A honeycomb pattern on the main tin compliments the honeystick on the lid. The holiday tin features a seven-sided star, common in German Christmas displays. As a small signature, those who turn over the tin reveal a small heart.

Designed by Strohl

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