Brand Kupilek / Jambrešić has been operating successfully on the market for 30 years. The redesign aims to increase the brand’s visibility and bring the products closer to younger generations and those not so familiar with the beneficial properties of natural blackberry products. The primary objective of rebranding Kupilek blackberry wine and raspberry wine is a clearer positioning n the wine market segment since they are produced the same way. Most other producers process this culture as liqueurs. Unlike liqueurs, blackberry wine has less sugar and is rich in iron and vitamins. From the aspect of design and communication, the main goal is to raise the product to a premium level, retain existing customers, attract new younger customers, and create a product relevant to the segment of Croatian tourism and business gifts. Rebranding puts the brand name – Kupilek in the foreground. The surname Jambrešić is secondary and will function as a personal “signature”. It has been noticed that users are not aware of the brand name since the surname and the brand name are almost equally represented on the previous packaging. The brand slogan has also been designed to creatively communicate the health benefits of products within the legal restrictions. Fruits and tendrils are the foundation of visuals, as symbols of the richness of fruits and flavors, and stem from the centrally positioned brand name. The visual motif communicates the product’s high fruit content and its top quality.
Design Bureau Izvorka Jurić operates independently on various projects related to visual communications by bringing together a team of experts, depending on the needs of the project. The team of people with more than 20 years of experience and with numerous international awards and recognitions for successful projects in both Croatian and global markets. Our projects typically include the designing of complete product or service identities and presentations on the market, including a range of services like developing a creative marketing strategy, developing creative spoken communication, designing visual communication, designing product identity and packaging.