Lithuanian agency étiquette designed the packaging for Krupnikas, a honey liqueur. The design features illustrations that celebrate the bee, the creature responsible for production of honey.
“Krupnik is a well known quality product with a dated image. Its target audience consists of two types of buyers. The first type sees Krupnik as a favourite drink, and the other type of buyer treat it as a souvenir representing traditionally crafted beverages. The name Krupnikas is considered a common word and cannot be copyrighted. Any manufacturer could release their version of the drink, and call it Krupnikas.”
“The task was to create new packaging to make the product stand out and better represent its quality, taste and craftsmanship.”
“This was the solution we came up with:
TASTE. Honey is the base of the drink, and was chosen as a key element to convey its great taste for the drinkers.
BRAND PERSONALITY. An illustration of a bee serves as the main element of the design. This makes the product instantly recognizable, and distinguishes it among a sea of other Krupniks.
TRADITION. The highly detailed illustration is a modern interpretation of ancient litography techniques. The fonts are carefully selected to suit the artwork and brand’s heritage.
PREMIUM FEEL. Finishing effects such as tactile UV varnish, gold foil and embossing makes the composition elements stand out and makes the product more credible as a souvenir.”
Agency: étiquette
Packaging Design: Valerija Žilėnienė, Algirdas Orantas, Irmantas Savulionis
Client: Stumbras
Illustrations: Olexa Andryuschenko
Product Photo Shoot: Audrius Tuleikis
