Packing Design Category
Croatia / Osijek
Leo Vinkovic, Igor Penovic, Maja Gjaji, Tonci Klaric
"SHALL WE HAVE ONE?" (ONE translates as “JEDNA” in Croatian.)
The very thought of this sentence spoken in a Croatian bar is completely unambiguous in the context of our country and the environment. When someone speaks these words, everyone knows what they mean – rakija (a type of brandy).
Entering the market with the name JEDNA (ONE) is a good foundation for interesting and fun communication of the brand. Just imagine for a moment, "SHALL WE HAVE ONE (JEDNA)?" with such a name becomes a question and the answer at the same time.
ONE for the road, A short ONE, A sharp ONE, ONE made of apricot, ...
The design proposal is based on hand-made animal illustrations characteristic of Slavonia and Baranja.
Each illustration represents one type of rakija, which helps us distance product from the classic approach of representing a type of this drink with a picture of a fruit.
The labels are complemented by additional illustrations of the production process, as we want to educate the buyer about the quality of production. The label also contains a characteristic folk tale about the birth of rakija, as well as the conceptual link to the animals and a proper way to drink rakija.