Fjori Fôra organic herbs
verbal communication / visual identity / packaging / promotional materials
Fjori fôra is the result of a challenging and comprehensive rebranding project which set a new brand strategy and brand architecture of the complex Ćurin product group. The new name was created, other verbal communication, the group’s visual identity, and the packaging identity and design of individual product lines.
More about Fjori fôra rebranding.
Mechanization is not used extensively due to the terrain’s configuration. Crops are still cultivated and harvested traditionally. Harvesting wild plants along the entire island of Hvar is also of particular value. The underlying idea of identity and overall creative communication is based on transmitting and preserving plant motifs using traditional methods and techniques – such as herbariums, imprinting plants in clay, imprinting plants on paper or canvas, encyclopedic study drawings, and the like.
The Ćurin family places natural products on the market, and organic herbs are one of the product lines. The organic spice line is communicated with the slogan “Good herbs from good hands”. It emphasizes the notion of human touch, the fact that plants are picked and processed manually, that it is not mass, but family production still carried out traditionally.
Fjori fôra organic herbs and spice mixes are primarily for the younger people who want to use Croatian products, who are aware of the importance of organic herbs in a healthy diet, and also want a functional and attractive addition to their kitchens.
Client
- ĆURIN - agricultural crafts and trade
Creative team
- Izvorka Juric (creative and art direction), Igor Poturic (verbal communication), Izvorka Juric, Jurica Kos (design), Jurica Kos, Marijo Franic (illustration), Natalija Najjar (production manager), Jurica Kos (photography)
Identity and communication are a combination of local (tradition, naturalness, geo-location) and contemporary (top quality, certificates, safety, blends), which should primarily be communicated through branding and packaging design of the product line.
Due to the large group of products and different requirements for applying identity, a monogram was created to highlight the brand and build recognition in various contexts.
The packaging is a hard-laminated multilayer sleeve suitable for food packaging and machine filling. The inner part of each product’s packaging holds the protective closure and a Fjori fôra brand brochure that presents other products in the organic herbs line.
The organic spice line consists of two sublines: herbs of wild growth from the island of Hvar and organically grown Mediterranean spice mixes.
Wild herbs are designed with plant illustrations, and functional spice mixes with illustrations of the dishes they are intended for. The tonal scale is directly linked to the colors of the motifs depicted in the illustrations.
In addition to Fjori fôra organic herbs, the Ćurin family also produces a small amount of organic olive oil. It is available through the segment of occasional or business gifts. Oil and herbs can be gifted as separate products or a set in a quality textile “ff” bag. Thanks to the specially designed inner carrier, the bag’s contents are modular and allow different gift combinations.
A product catalog is available in digital form on the temporary web page of the Fjori fôra brand.
New Fjori fôra website coming soon!
Awards and honors
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published in book Pregled hrvatskog dizajna 21/22
Croatian Designers Society, 2022, CRO
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part of “Exhibition of Croatian Design 21/22”
Croatian Designers Society, 2022, CRO
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silver award in the Design category IdejaX Best of Ad-Making
2022, Croatia