Agency: MAISON D’IDÉE
Creative Director: Martin Kuspal
Location: Czech Republic
Project Type: Produced
Client: VENHEL s.r.o.
Product Launch Location: Global
Packaging Contents: lemonade, organic, bio
Packaging Substrate / Materials: glass
Printing Process: digital print
Krampus & Friends is an authentic sub-brand in VENHEL’s otherwise broad product portfolio. This little experiment has quickly gained popularity with premium and organic lemonade consumers. We had great creative freedom in choosing the visual journey of the products. We chose motifs from local folk traditions, namely a series of animal masks. We illustrated this motif ourselves and then freely interpreted it in the execution of rich and fresh colors that bring our design more into the 21st century.
Illustrated design offers the possibility of creating original, distinctive and well-registerable trademarks. Moreover, it adds a hallmark of traditionally crafted graphic practices to otherwise overly digitized graphics. The detail of the application of the illustration on the covers shows a deliberate shifting of the matrix, as a reference to traditional printing practices in graphic design studios.