Leo Burnett Schweiz Turns to Mother Nature to Design An Electrifying Label

A pear tree in Mario Haller’s orchard was struck by lightning. In a moment of inspiration, he decided to distil a unique batch of brandy from the pears of the burnt tree. 

Likewise inspired - in this case by the special story behind the product – Leo Burnett Schweiz decided to use lightning to design the labels. The agency put labels of special paper – made of ceramic fibre and heat-resistant to temperatures of up to 1500 °C – on a lightning conductor and waited. 

Finally, a bolt of lightning of around 100 million volts and 20,000 amperes struck the paper and burned a unique trace in the middle of every single label.