Leckerlee Turns 15 Years of Lebkuchen Tins Into a Collectible Tradition

Leckerlee has been treating its Lebkuchen tins as collectible objects for fifteen years. Strohl Design Studio builds on the German tradition of gifting Nuremberg-style Lebkuchen in decorated metal tins, but changes the artwork every season, moving between folk art, Alpine scenes, botanical ornament, storybook towns, geometric patterns, and midcentury-inspired characters. The recurring Leckerlee lettering and heraldic bear crest hold those dramatically different illustrations together, allowing each tin to become another chapter in the collection.

After 46 designs, the packaging operates like an annual illustrated publication, a wonderfully unusual approach in seasonal CPG where the container is usually expected to disappear once the cookies are gone. 

Eric Strohl, founder and creative director at Strohl, chats about the design process below.