Podravka

Concept

Typeface customization for Podravka, Croatia's largest CPG corporation, food brand and regional leader in the food sector. Character of key glyphs is derived from legendary logotype used for the past 30 years and therefore embedded in the collective memory. Overall, it's an approachable, contemporary design, with hints of humanist details for extra warmth in the corporate environment.

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Podravka

Design Concept

Typeface customization for Podravka, Croatia's largest CPG corporation, food brand and regional leader in the food sector. Character of key glyphs is derived from legendary logotype used for the past 30 years and therefore embedded in the collective memory. Overall, it's an approachable, contemporary design, with hints of humanist details for extra warmth in the corporate environment.

Archive collection of Podravka typographic treatments throughout company history. Color sorted, of course.

Podravka typography draws inspiration from it's rich visual history and tradition of progressive packaging designs. During the rebranding process, company was kind enough to open doors to their archives, and we embarked on a retrospective journey. As a result, a completely new, easy-to-read typeface "Podravka sans" was designed. Shapes from historical Podravka logos are incorporated into the contours of individual letters, and the negative space of the letter "a" is taken from half of the heart - the most recognizable symbol throughout the history.

Key characters feature details from legendary Podravka logotype used for the past 30 years.

The heart symbol is "released" from the fixed central position on the logo and becomes an independent element. The shape of the heart has been discreetly refined: the sharpness of the tip of the base has been softened, the contour of the heart has been improved and the thickness of the base has been uniformly redrawn. In the redesign of the logo, the core of the identity is preserved, but at the same time new values are communicated and space is opened for contemporary communication towards new markets and consumers.

Cutting the cake at rebranding reveal ceremony 🥰

Credits & details

Type design: Marko Hrastovec
Kerning: Igino Marini
Motion: Studio Size
Agency: Bruketa&Žinić&Grey
Account director: Maša Ivanov
Creative director: Davor Bruketa
Illustration: Hana Tintor
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