Novum Design Award
Packing Design Category
Croatia / Osijek
design, naming, packaging, schnapps, brandy
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.
DESIGN SCORE: /100
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