Jedna Naming // Packaging Identity
"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).
Rakija is the most popular spirit drink (shot) in Croatia. So much so that there is a media estimate that every fifth Croatian drinks rakija.
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 named Vilja, ONE made of quince, 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.
To make the illustrations authentic and courageous, animal heads and bodies were drawn separately. The bodies come in various gentleman's suits, whether it be a modern jacket and a tie, or a traditional Baroque suit.
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.
Client // Obrt Romić
Agency // Studio 33
Design and Art Direction // Leo Vinkovic, Igor Penovic
Illustration // Maja Gjajic
Copywriter // Tonci Klaric
Product Photography // Marija Gasparovic
2019 // BRONZE // WINA World Independent Advertising Awards, Bogota // Packaging
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