Croatia in a Box

verbal communication / identity / brending / stationery / packaging / web pages

Croatia in a Box is a new brand in the tourism and gastronomy sector. Croatia in a Box delivers high-quality Croatian products in the product line of gift/souvenir packaging. In the future, it will do the same by means of 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 for a line of gift boxes for various combinations of product packages. The communication is primarily oriented to tourists of a higher purchasing power who travel through Croatia for business or pleasure purposes, looking for a souvenir/gift presenting Croatia in a different and original way. It is also intended for Croatian citizens looking for an interesting, valuable and show-piece present.

The basic idea is based on communicating Croatian heritage in a different way, in order to avoid corporate and – very often – cold tricolor national identity and to depict a new identity that would present the traditional values and cultural heritage of Croatia in a modern and emotional way.

The Croatia in a Box identity aims to capture one’s attention and differ from the classic premium offer in this sector, convey emotion (the Croatian experience) and present Croatia as a place rich in colors, flavors, scents, pleasures (Mediterranean, Slavonia, rich produce, sun, sea, sky, rich cultural heritage …).

The brand and slogan are placed in a square form as the basic elements of the Croatian national identity which also points out at the very meaning of brands – a gift box. The identity was built by selecting elements of Croatian heritage (the pleter – an interlacing-ribbon pattern, Glagolitic alphabet, folk embroidery, ornaments of architecture, etc.) stylized and interpreted using 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 with a short story that provides interesting and educational information about Croatia. The stories can be found in the promotional materials and on the website of the brand.

As part of the project, various promotional materials were made, together with five different sizes of gift packaging in which, using the modular system, 20 different combinations of product packages can be packed.

The boxes are hard laminated, printed in full color and matte coated, and the 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 opens by pulling the textile ribbon in the color of decorative strips (the Croatian pleter) which is a part of the design of every box.

All the products in the box are further wrapped in colored decorative paper and marked with gold Croatia in a Box labels. Every package contains a story about Croatian products, also specifying the contents of the particular gift package.

We are also preparing various products created and designed as part of the Croatia in a Box identity. So far, the Croatia in a Box beach towel has come into being.

Client

  • Ecolo d.o.o.

Creative team

  • Izvorka Jurić (creative and art direction, design, illustration), Igor Poturić (copywriting), Stela Kovačić (collaborator), Maja Danica Pečanić (photography)

Awards and honors

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featured project on Behance,
2016, Internacional

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part of exhibition ZGRAF,
2016, CRO

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part of exhibition Tjedan Dizajna Zagreb,
2016, CRO

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honorable mention of the Croatian Design Society for packaging design 15/16,
Croatian Design Society, 2016, CRO

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published on The Dieline,
2015, Internacional
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published on Packaging of the World,
2015, Internacional
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published on The Lovely Package,
2015, Internacional
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published on Package Inspiration,
2015, Internacional
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published on ThinkDo3,
2015, Internacional
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published on Vizkultura,
2015, CRO