Agency: Motus Vis
Creative & Art direction, Design, Illustration: Izvorka Juric
Copywriting: Igor Poturic
Collaborator: Stela Kovacic
Photography: Maja Danica Pecanic
Project Type: Produced, Commercial Work
Client: Ecolo / Croatia in a Box
Packaging Contents: Croatian food, drink and design
Packaging Materials: Paper, cardboard, textile
Croatia in a Box is a new brand in the of tourism and gastronomy sector. Croatia in a Box delivers high-quality Croatian products in the product line of gift / souvenir packaging and in the future through a chain of “pop-up” stores.
The project includes the creation of verbal and visual communication, visual identity and the design of the packaging systems / packaging line of gift boxes for various combinations of product packages. Communication is primarily oriented to tourists with more purchasing power, who travel through Croatia for business or pleasure, looking for a souvenir / gift representing Croatia in a different and fresh way. On the other hand there are Croatian citizens who look for an interesting, valuable and a representative present..
The basic idea is based on communicating Croatian heritage in a different way than usual, in order to avoid corporate and very often cold tricolor national identity and to make a new identity that presents the traditional values and cultural heritage of Croatia in a modern and emotional way.
The Croatia in a Box identity aims to capture the attention and stand out from the classic premium offer in this sector, to convey emotion (the Croatian experience), and to present Croatia as a place rich in colors, flavors, scents, pleasures (Mediterranean, Slavonia, produce, sun, sea, sky, the rich cultural heritage …).
The brand and slogan are placed in a square form that is the basic element of the Croatian national identity and the meaning of brands – a gift box.
The identity was built by selecting elements of Croatian heritage (the pleter design, Glagolitic, folk embroidery, ornaments of architecture, etc.) that are stylized and interpreted in the colors of the Mediterranean and continental Croatia, designed in a modern and emotional way. Each element from which the identity was made is presented in a short story that provides interesting and educational information about Croatia. The stories can be found in promotional materials and on the website of the brand.
As part of the project, various promotional materials were put made, together with the four sizes of gift packaging in which, by modular system packaging, 17 different combinations of product packages are achieved.
The boxes are hard laminated, printed in full color and matte coated, and geometric elements of the patterns are printed in gold foil print selectively over the entire surface of the box to give a particularly interesting premium look. Designed as a drawer system, it’s opened by pulling the textile ribbon in the color of decorative strips (the Croatian pleter) which is a part of the design present in each box. All the products in the box are further wrapped in colored decorative paper and marked with gold Croatia in a Box labels. In each package is the story of the Croatian products, the content of each gift package.