The project’s brief was to create an a brand identity for a beloved food.s I chose the
excess that comes from the juice of a salad. In my tradition—”to tunk” means to “dip
into” that salad juice with a bread.
While planning the branding, my target audience were people who know what good
taste is all about. I tried to to compare the dipping of that juice to a Polish family
tradition that keeps on going from one generation to another. I wanted to convey
tradition and values yet also keep the brand highly sophisticated and modern. I
decided to use black and white, deep gray and magenta photos of European ladies.
Accompanying the final product were posters, a matching napkin and tableware. You
can serve the Dg'stif in a big bottle and pure it to tiny glasses or a small box that
already includes bottles. In addition there’s a catalog explaining the story of the
secret of “Tunk” from one generation to another till turning it into a product. In the
catalog I used old photos while hiding the faces/cutting them to create a feeling of
mystery and secrecy.
Photography | Karin Lapidot