packaging / direct marketing / poster

Genos is the first private DNA laboratory in the region that performs all types of DNA analyses. Using state-of-the-art laboratory equipment and methods and validated protocols, Genos offers a complete service, from isolating DNA to interpreting the results.

Genos DNA testing kits are intended for self-sampling. Using the collector in the packaging, a swab sample of the buccal mucosa is taken. The sample is then placed in the returnable container enclosed and is sent back to the Genos laboratory for an analysis. As one of the basic requirements, the product has a hard outer packaging protecting the collector from damage.

The DNA-testing product line currently includes six products. Design of marking the lines is based on a modular system that enables lower production costs and a quick response to the development of new products based on the latest discoveries in genetics.

Primary packaging is a hard cardboard tube with a matte-black metal fixed bottom and a lid. It contains only the information applicable to all products, while the self-adhesive labels contain the names and information specific to every individual DNA-testing kit. The label of every product also contains a specific color and photograph which associates the purpose of the product.

The tube is made of white matte cardboard with selectively printed UV varnish on the stylized illustration of a DNA chain, and the self-adhesive labels are covered with a layer of high-gloss varnish. For the easier opening, the labels are perforated in the lid crease. The hard material of which the labels are made additionally protects the package from opening.


  • GENOS d.o.o.

Creative team

  • packaging: Izvorka Jurić (creative idea, art direction, design), Jelena Gvozdanović (design of materials within packaging), Maja Danica Pečanić (photos of packaging)
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  • direct marketing: Izvorka Jurić i Jelena Gvozdanović (creative idea, text, design)

Awards and honors

part of “Exhibition of Croatian Design 13/14”
Croatian Designers Society, 2014, CRO
published on The Dieline
2014., Internacional
published on Packaging of the World
2014, Internacional
published on Vizkultura
2014, CRO
part of “Retrospective ZzID 2009-2013″
Design Center at the Croatian Chamber of Commerce, 2014, CRO