Lučina Redesign

Agency: Butterflies & Hurricanes
Project Type: Produced, Commercial Work
Client: TPK Ltd.
Location: Prague, Czech Republic
Packaging Materials: Aluminium, Plastic

After nearly two years of work, our redesign of Lučina cream cheese is now public. Originally produced in communist Czechoslovakia in 1981, Lučina is one of the most familiar and loved Czech cream cheeses. The main target audience is women, so we used hand-painted watercolors and hand-drawn fonts, and added a hint of feminine chaos in the layout, but maintained a clear differentiation and brand cohesion. The reason it took nearly two years is the fact that men and women have very different visual languages, and the top decision makers (still usually men in our country) struggled to understand and digest the intuitive and emotional direction we were taking.