This project aims to tell a story of preserving traditional gastronomy in Istria. The packaging design of Pazinski cukerančić, an indigenous Istrian delicacy whose art of making is known as Croatian intangible cultural heritage, reveals the tale detail by detail, making the experience of tasting the famed pastry intriguing and instructive. We based the visual identity on pastel tones with contrasting white and brown details. The white colour symbolizes a wedding ceremony, while brown indicates tradition and the colours of Istrian folk costumes. The minimalist design reflects the simplicity of the pastry itself and the modest way of life in Istria. Each element of the packaging adds to the whole story of Pazinski cukerančić, leaving the consumer to discover it detail by detail. The most characteristic element of the design is the handle that is “notched” into the package imitates the act of notching the pastry to get its characteristic branched form, thus further emphasizing the use of the rulić tool in its making.
Tina Erman Popović is the founder of Lastik studio. She is a graphic designer from Istria with more than ten years of experience in the graphic design field. Member of the Croatian Designers Association. Field of work: branding, visual identities, logo design, packaging design, publication design etc.