Kulinarijat Design & Branding KULINARIJAT by Aha! Studio


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Industry Confectionery & snacks, Grocery and Other foods
Media Design & Branding
Market Croatia
Agency Aha! Studio
Creative Director Morana Cvetkovic, Nina Poturica
Illustrator Tomislav Tomic
Released June 2011

Credits & Description

Category: i. Own Label and Private Label brands
Creative Director: Morana Cvetkovic (Aha!Studio)
Creative Director: Nina Poturica (Aha!Studio)
Illustrator: Tomislav Tomic (Freelance Illustrator)
Media placement: Jams - Deli Shop, Business Gifts - 1 June 2011
Media placement: Jellies - Deli Shop, Business Gifts - 1 June 2011
Media placement: Biscuits - Deli Shop, Business Gifts - 1 June 2011

Describe the brief from the client
The request was to adequately introduce products of a modern small gastro company Kulinarijat. Their products are traditional delicacies with carefully chosen ingredients but with a twist in recipes that differentiates it from competition.
At the same time, the packaging had to function as a souvenir, therefore, it had to be linked to the town Vrbovec where Kulinarijat is from.

Describe the challenges and key objectives
The key objective was to show immediately the product inside the packaging. The product is a delicacy based on traditional homemade recipes, but with a modern twist in the recipes and suited to the modern gourmands. The challenge was to express all of this in a way that shows the product originates from town Vrbovec , so it could also work as a souvenir.
The design had to be flexible enough to later be applied to other products if the client wanted to expand her range.

Describe how you arrived at the final design
The client’s use of uncommon spices in otherwise traditional recipes bares similarity to the usage of the same spices by the noble family of Croatian historical figure from 17th century also from the town of Vrbovec.
For these reasons, humorous illustrations were designed showing nobility, drawn in a technique similar to their original 17th century paintings, but with a modern twist in oversized details paralleling the twist in the products’ recipes.
With every step taken, we have expressed the point - the blend of traditional and contemporary aspects of these products through their specific story so they can be used as souvenir as well.

Give some indication of how successful the outcome was in the market
The response to new design has been really great. The packaging provided the client with more business opportunities and growth.