Koradžija
Client:
Koradžija
What we did
Graphic design
Photography
Videography
Branding
Art Direction
Visual identity
Packaging
Marketing Strategy
Social Media
Content Marketing
Year
2021
The home of great phyllo dough
There is no competing with grandma.
It’s proven that no matter what grandma cooks, it’s always the tastiest.
Recipes that are delicious to the last bite and hearty meals that you never forget. Inspired by a family that preserved traditional ways of dough production, we created a brand that arouse sentiments of reminiscence.
Koradžija is a trustworthy craftsman, an integral part of its community and the home to world’s best crusts and pies. The key here was to maintain the fundamental traditional characteristics of that industry and add a contemporary twist. To bring the true heart of Koradžija forward, we created a world where everything the brand touched corresponded with traditional handmade production, strong family values and a sense of community.
Why Koradžija?
The brand name is old-fashioned and somewhat forgotten by the general public. We seized this as an opportunity. Using a name and reshaping it meant we were able to preserve its historical significance while modernizing it.
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The craftsman himself
We welcome our trusted Koradžija, fresh from his floury manufacturing station. Envisioned as your friendly local baker man, Koradžija's mascot was designed to further engage with the audience and communicate the brand's values through endearing commentary, useful hacks, and exciting announcements.
Food is the way to one’s heart, and we travel that way quickly.
As we can all probably agree - ’Food is the way to one’s heart’. We toyed with this phrase and developed a campaign to imaginatevly communicate Koradžija as a new brand on the market.
Koradžija encourages handmade craftsmanship, so our campaign was likewise done by hand. Each phyllo dough piece was carefully constructed and then turned into a video using the stop motion technique.
The art of hand crafting
To push the message of Koradžija’s craft even further, we developed a campaign ‘Umetnost ručne izrade’ which translates to ‘The art of hand crafting’ to show the distinctiveness of each product produced by Koradžija.
Tagliatelle, noodles, and phyllo dough were among the items that were artistically captured to show each handmade product in its own unique beauty.
Date
February 13, 2022
