Creative Agency: étiquette
Packaging Design: Valerija Žilėnienė, Algirdas Orantas, Irmantas Savulionis
Illustrations: Olexa Andryuschenko
Product Photo Shoot: Audrius Tuleikis
Project Type: Produced, Commercial Work
Location: Vilnius, Lithuania
Packaging Contents: Honey Liqueur
Packaging Substrate / Materials: Glass, Paper
Printing Process: Flexography
Krupnik is a well known quality product with a very dated image.
Its target audience consists of two types of buyers – the first type see Krupnik as a favourite drink, the others treat it as a souvenir representing traditionally crafted beverages.
The name Krupnikas is considered a common word and cannot be copyrighted. Any manufacturer could release their version of the drink, and call it Krupnikas.
To create new packaging to make the product stand out and better represent its quality, taste and craftsmanship.
TASTE. Honey is the base of the drink, and was chosen as a key element to convey its great taste for the drinkers.
BRAND PERSONALITY. An illustration of a bee serves as the main element of the design. This makes the product instantly recognizable, and distinguishes it among a sea of other krupniks.
TRADITION. The highly detailed illustration is a modern interpretation of ancient litography techniques. The fonts are carefully selected to suit the artwork and brand’s heritage.
PREMIUM FEEL. Finishing effects such as tactile UV varnish, gold foil and embossing makes the composition elements stand out and makes the product more credible as a souvenir.