Vitamin Horgoš Rebranding

Agency: Goodtimes Design & Publishing
Art Director: Miroslav Pavlović
Project Type: Produced, Commercial Work
Client: Vitamin Horgoš
Location: Belgrade, Serbia
Packaging Contents: Paprika

Vitamin Horgoš is an old Serbian producer, dating back to 1947, of primarily sweet and hot paprika, with a wide range of additional culinary products, including herbs, seasonings, and sweet powder products. The primary goal of logo redesign was to have a new and recognizable logo, keeping some of the old feel. Working on paprika packaging redesign was a job with more responsibility. The paprika, known in Serbia and the region as “Horgoška paprika” or simply “Horgoška”, had to remain easily recognized on shelves, keeping in mind that the target consumer was not to be changed. Additionaly, since paprika was the first to be redesigned, we had to establish a recognizable style to rebrand the rest product ranges.