Jedna

NAMING / PACKAGING / ILLUSTRATION

"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.