Žufánek is a spirits brand that is well-known and beloved in the Czech Republic. Introduced in 2002, the design of the core range had not changed significantly since their launch: it involved an abstracted illustration of the fruit, the name of the product in a handmade "woodcut" font and the brand name. The problem was that the quality of the product was not reflected in the label anymore, given this "traditional label" had become the industry standard for fruit brandies in the Czech Republic. Since Žufánek is the no. 1 brand in the country for this category, it was time for a change, particularly since the client was preparing to have a design suited for exportation.
CLIENT: Žufánek, Czech Republic
SERVICES: Packaging Design
SERVICES: Packaging Design
Starting from the same original idea of abstraction and of having a symboliser for each flavour, we strove to find a new minimalistic solution, which would carry the label into a more premium territory. We decided to abandon the visual language of "homemade" and "artisanal," which was no longer suited to Žufánek’s ongoing brand growth.
In the new design, instead of the illustration of the fruit the signifier for each flavour becomes the initial of the product name, therefore creating a new alphabet of alcohol.
The redesign process addressed not only the aesthetics of the packaging design, but also its functionality at both the product and portfolio-wide levels. The final design spans 20 products (and counting!) and includes 2 ranges and 2 bottles sizes.
This project was awarded a silver Art Directors Creative Award Czech Republic for packaging design in 2019.
In the new design, instead of the illustration of the fruit the signifier for each flavour becomes the initial of the product name, therefore creating a new alphabet of alcohol.
The redesign process addressed not only the aesthetics of the packaging design, but also its functionality at both the product and portfolio-wide levels. The final design spans 20 products (and counting!) and includes 2 ranges and 2 bottles sizes.
This project was awarded a silver Art Directors Creative Award Czech Republic for packaging design in 2019.
