TASK & SITUATION
The largest Lithuanian bread manufacturers basically don’t sell loafs of rye bread anymore, and since the number of tourists and emigrants periodically coming back is rising, the decision to use this open niche was made.
Vilniaus Duona is the country’s oldest bakery, still keeping the aged traditions of baking alive. The introduction of this product is a certain tribute to those established practices and a chance to secure the image of a professional bread baker for the long term.
The commemorative product simply had to have exceptional packaging that could communicate both the Lithuanian character and old-age traditions of baking rye bread. Suitable for various occasions, the festive package makes it a great gift or an attractive item to purchase at an airport.
Delving into the traditions of baking bread – which by the way have quite the number of rituals – made the answer come to us naturally. A single loaf has to go through a lot before ending up on our table – this long journey has a many Lithuanian folk songs dedicated to it. So the road of bread became the main element of inspiration: by interpreting the style of wood carvings, we’re telling stories of morning dawn and fields full of fresh breaths. Tales of rye and mist, all whispering the name of bread. It’s a sacred, authentic story of Lithuanian bread.
In order to emphasise the sanctity of these processes, we chose a dark brown background for the implementation of our design, which then creates associations with the ground and soil, while the road of the bread itself is cast with gold, giving it a noble touch. The right combination of dark tones and gold is recognised by Lithuanian consumers as a sign of elegance.
Client: Vilniaus Duona
Legend: Clinic 212
Account management: Rita Dargytė
Printing manufacturer: DS Smith Packaging Lithuania
Product photo shoot: Augis Narmontas
© étiquette, 2017, Vilnius