Maraska, one of Croatia's most renowned beverage companies, embarked on a redesign of their premium syrup packaging to reflect a shift in market dynamics. With the introduction of a new tax on sugary beverages, the price of their flagship syrup—made from the indigenous Marasca sour cherry—had to be increased.
This presented a challenge: the product's packaging needed to convey the elevated value while maintaining Maraska's established identity. The redesign aimed to highlight the syrup's premium quality, heritage, and authenticity while differentiating it from competitors on the market.
The ultimate goal was to elevate the brand and ensure it resonated with both loyal customers and new audiences, justifying its new price point.
Despite the project not being fully implemented, this redesign demonstrates the power of thoughtful, story-driven branding to align consumer perceptions with a product’s value.
The redesign posed several challenges that required thoughtful solutions.
First and foremost, it was crucial to honor Maraska’s long-standing tradition and unique identity while introducing a modern and premium aesthetic. Sour Marasca cherry—a rare and exclusive variety grown primarily in Zadar County—needed to remain a central element in the design. This was a key part of the brand's heritage and a significant differentiator in the crowded market for syrups.
Additionally, the packaging had to be adapted to the technical constraints of Maraska’s production capabilities.
The label needed to accommodate legal declarations and export requirements for various international markets while maintaining a clean and visually appealing design.
Furthermore, the old packaging was seen as outdated and unable to communicate the premium nature of the product, especially when compared to competitors who leaned heavily into "bio" and "natural" aesthetics. A new approach was needed to highlight the syrup's exceptional quality and unique origin while ensuring practicality and durability for the end consumer.
The new packaging design aimed to tell a story—a narrative of the Marasca sour cherry's journey from blossom to bottle.
This concept reflected the product's natural origins and premium craftsmanship, appealing to consumers’ desire for authentic and high-quality products.
Central to the design were botanical illustrations of the cherry blossom and fruit, symbolizing the lifecycle of the Marasca sour cherry and emphasizing its connection to nature. These illustrations added a vintage touch, paying homage to Maraska's heritage, while the clean and modern layout ensured the product stood out on shelves.
The design utilized a white matte finish to represent purity and premium quality, while glossy accents on the cherry and blossom provided a tactile and visual contrast. This dual finish not only enhanced the premium feel but also made the packaging visually striking and memorable.
The use of a sleeve allowed for a larger printable area, ensuring all necessary declarations for various export markets could be included without cluttering the design. The sleeve’s matte coating also protected the design from wear and tear, ensuring the packaging remained pristine even during regular use in the kitchen.
The design not only elevated the visual appeal of the product but also addressed practical needs. The functionality of the sleeve eliminated the need for multiple labels for different markets, reducing production complexity and costs.
At the same time, the durable finish ensured that the bottle could serve as an elegant addition to the consumer’s table, reinforcing its premium positioning.
The project began with extensive research into Maraska's brand identity, heritage, and product history. This phase also involved an analysis of competitor trends in the syrup market, which revealed an over-reliance on rustic and “bio” aesthetics.
Recognizing an opportunity to stand out, the design team chose a more sophisticated approach, focusing on purity, quality, and the product's unique origin from Maraska’s own plantations.
Initial brainstorming sessions and mood boards explored various artistic directions, from traditional designs rooted in heritage to contemporary minimalist aesthetics.
Multiple iterations of the label were developed, each incorporating different combinations of vintage botanical illustrations, typography, and layout options.
Collaboration with Maraska was integral to the process, with regular feedback loops ensuring the final design aligned with the brand’s vision and practical requirements.
The design team also worked closely with production partners to ensure that the final packaging could be seamlessly integrated into existing production lines. Since the product needed to meet export requirements, the label was carefully designed to include all necessary declarations for international markets. The decision to use a sleeve not only enhanced the design but also addressed functional concerns, such as durability and flexibility for different markets.
Although the project was not fully realized due to a change in Maraska’s ownership, our team created 3D models to showcase the concept.
This model includes a 3D model of the bottle and the cap made by manufacturers blueprint and the sleeve made by printers specifications; and, at leat virtually, brings the design to life in a way that demonstrated its potential impact on the brand.
If you need a realistic 3D model of your product and/or render images of it, don't hesitate to contact us.
