Lokum "Naslada" Packaging by Vania Nedkova & Elisava Pack

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DESIGN DETAILS
DESIGN NAME:
Lokum "Naslada"

PRIMARY FUNCTION:
Packaging

INSPIRATION:
As the brand wanted to express quality and be attractive to the international market, my inspiration came from the folkloric stamp designs, where only few plain colors were used for their production.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Zaharni Zavodi began as a small family business for sugar products in 1912 and today it's a leading manufacturer in Bulgaria. Their Bulgarian delight product, LOKUM, is known by generations of Bulgarians as "the Bulgarian delight with the rose picker". This is a re-designed identity and packaging of the brand's product, highlighting their origin as their principal attribute. With a range of three flavors, each stands out with a plain color scheme. A simplified illustration of the Bulgarian rose picker and a re-designed logo give a result of a traditional quality product that can be attractive to the national and international market.

OPERATION / FLOW / INTERACTION:
It was important for this packaging to have a strong visual image of Bulgaria, since this product is one of the most traditional ones (sweet product based on rosewater). And the Bulgarian rose as well as the Bulgarian rose picker are the country's icons. Mostly, this image inspires foreigners to buy a quality traditional product.

PROJECT DURATION AND LOCATION:
Project starter in October 2014 and finished in December 2014 in Barcelona, SPAIN.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Cardboard box; offset printing

SPECIFICATIONS / TECHNICAL PROPERTIES:
Box: width 120 x depth 25 x height 80 mm; Inside tray fits 8 sweets of Bulgarian delights; Net weight: 140 g

TAGS:
bulgarian delight, packaging, sweet, food packaging, zaharni zavodi, lokum, naslada, elisava, identity, graphic design, illustration

RESEARCH ABSTRACT:
The research was mainly focused on old folkloric stamps and posters during the communism, since this product's packaging hasn't changed over the years Bulgaria was a communist country.

CHALLENGE:
The big challenge was to create a naming for this product, since there are a lot of competitors in the market using the same generic name: LOKUM. With a proper naming, NASLADA, it can be easily differentiated from other products of the brand and their competitors in the market. The other big challenge was how to re-design something that has been known for decades to Bulgarians keeping the essence of the product and the brand.

ADDED DATE:
2015-02-19 13:25:38

TEAM MEMBERS (1) :
Tutored by: Eva Minguella (ELISAVA)

IMAGE CREDITS:
Image #4, Image #5: Thomas Williams (Photograher / Lup Producciones), 2014

Visit the following page to learn more: http://vnedkova.com
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Vania Nedkova (ELISAVA, School of Design and Engineering)

PROFILE:
Vania Nedkova created this redesign during a workshop in ELISAVA School of Design and Engineering, Barcelona 2014. The workshop addressed, among others, topics such as: the creation and development of a traditional product; translate into the pack the origin of the product; whether to work on proposals that break with tradition; which elements to take into consideration for a redesign of a traditional product and which ones have value.

NOMINATION DETAILS

Lokum "naslada" Packaging by Vania Nedkova & Elisava Pack is a Nominee in Packaging Design Category.

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AWARD DETAILS

Lokum "naslada" Packaging by Vania Nedkova & Elisava Pack is Winner in Packaging Design Category, 2014 - 2015.



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