Playful Croatian Private Brand


Croatian food retailer DOMECA worked with designers Izvorka Juric and Motus Vis Ltd. to create brand identity and package design for this private brand designed to warm consumers hearts.

The brand development included naming, identity and packaging designed to express the brand’s four different flavors including flavors like strawberry, cinnamon and vanilla.

“Emphasis is placed on functional packaging, a novelty on the Croatian market in this product category. This practical packaging allows easy dispensing of the product. After removing the protective labels and opening the product, users can use three sizes of openings for pouring the product.”

The visual identity is sweet and appealing–combining modern typography with purified photographs and soft pastel colors that evoke positive emotions in the consumer.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.