Nutri Kulti was started by a nutritionist who worked with children on developing healthy eating habits. Through food experiments she found recipes for healthy snacks that children loved. The specificity of these snacks is that they are created by a professional with the intention to replace unhealthy ingredients with nutritionally desirable ones, and that they are handmade. That’s how we came up with the slogan “Expertly formulated, made by hand”, which followed the brand concept manifested in the very name Nutri Kulti = nutritional culture. Given that the snacks are visually appealing, thanks to the valuable ingredients, it was important that the packaging be partially transparent. When designing the label, the guiding thought was honesty in the marketing of food products. A large number of products hide their ingredients, using incomprehensible names and specific hierarchy of information, where the ingredients are always on the back, written with small letters. With Nutri Kulti, this classic order of information is turned upside down, and the ingredients are placed on the front of the label, highlighted and used to create visual identity. Nutri Kulti proudly highlights everything on the front of the label, while the recipes are on the back. Along with the ingredients it has, it also lists the ingredients it doesn’t have. All the visuals are hand drawn and thus follow the brand’s concept. The labels are printed on recycled paper to communicate the brand’s ecological character.
Tanja Bjelić (designer) master of Design Studies at the Architecture in Zagre, specialised in food photography and creating visuals related to the food and hospitality industry and nutrition. More significant projects on which she worked include “HOP — Croatian Island Product”, where she photographed island products with the HOP quality symbol for 12 years, “Ukusna dijetetika” – creation of a cookbook for an educational program in dietary/healthy cooking, design of the magazine Hranologija, a professional magazine on nutrition, and numerous graphic design work for the Croatian Association of Nutritionists, the Croatian Center for Applied Nutrition and the Faculty of Food Biotechnology. Since 2015 she has worked through her own design and photography business. Bojan Basrak (copywriter) Bojan received a master’s degree in philosophy and information science at the Faculty of Philosophy in Zagreb. During his career, he devoted himself to copywriting, creating marketing messages and writing texts for websites and various promotional content, as well as creating marketing and promotional strategies. He currently works as a senior web analyst. Andrija Mudnić (mentor) After completing the Design Studies, he worked on branding, visual identity and advertising projects. In 2017, he was employed as an assistant to lecturer Marko Hrastovac on the courses History of Letters and Typography, and Theory of Typography 1, and 3. He works on the Edu4Games project.