{"id":4205,"date":"2022-05-25T08:54:00","date_gmt":"2022-05-25T06:54:00","guid":{"rendered":"https:\/\/www.sonda.hr\/work\/novi-identitet-i-kampanja-za-dorinu\/"},"modified":"2026-02-20T14:50:16","modified_gmt":"2026-02-20T13:50:16","slug":"novi-identitet-i-kampanja-za-dorinu","status":"publish","type":"work","link":"https:\/\/www.sonda.hr\/hr\/work\/novi-identitet-i-kampanja-za-dorinu\/","title":{"rendered":"Novi identitet za Dorinu"},"content":{"rendered":"<h2>Stvaranje novog i modernog izgleda za \u010dokoladu Dorina, Kra\u0161 (legendarna Hrvatska marka s tradicijom dugom 110 godina)<\/h2>\n\n<p>Prilikom obilje\u017eavanja <strong>110 godina Kra\u0161a<\/strong>, dobili smo zadatak da \u010dokoladi Dorina udahnemo <strong>novi i suvremeniji izgled<\/strong>, doradimo<strong> vizualni identitet<\/strong>, jednostavnim i modernim tonom komunikacije pribli\u017eimo se mla\u0111oj ciljnoj skupini, stavimo<strong> redizajn<\/strong> u fokus komunikacije, a kao komparativnu prednost istaknemo \u0161irinu izbora okusa.<\/p>\n<p>Od kada je prvi put predstavljena 1996 g., Dorina je sinonim za kvalitetu kojoj se vjeruje, no kada je rije\u010d o dizajnu omota, u proteklih se 25 godina vi\u0161e puta mijenjao te nije uspostavljena dosljednost samog brenda kroz ambala\u017eu. To smo odlu\u010dili promijeniti i Dorini udahnuti \u201c<em>iconic\u201d <\/em>dizajn koji \u0107e ju od sada nadalje \u010diniti nadaleko prepoznatljivom.<\/p>\n<p>Karakteristi\u010dna<strong> crvena boja<\/strong> brenda je rederfinirana i odabrana je suvremenija crvena nijansa, materijal pakiranja osuvremenjen, a color code je standardiziran kroz sva pakiranja radi bolje vidljivosti na polici. Prepoznatljiv logotip minimalno je prera\u0111en i moderniziran te je potez \u010dokoladom preoblikovan u poznatu \u201csmile\u201d ikonicu, koja postaje za\u0161titni znak nove Dorine te komunicira emociju koju dosti\u017eemo konzumacijom, a to su osmjeh i zadovoljstvo.<\/p>\n<p>Kod prikaza okusa kori\u0161teni su grafi\u010dki elementi s prvih Kra\u0161evih \u010dokolada iz ranih 80-ih (trokut) kao poveznica s tradicijom, a jasnom distinkcijom dat je naglasak na \u0161irinu okusa u ponudi. Novo pakiranje popratila je i prigodna kampanja koja nagla\u0161ava novi identitet \u010dokolada i \u0161irinu izbora. <strong>Vru\u0107a ili ledena? Mala ili velika? Hrskava? kremasta? Vo\u0107na? Mo\u0107na? Nije va\u017eno, jer kada je da ili ne, prelomi i probaj ih sve!<\/strong><\/p>\n<p>Credits:<br \/>Creative &amp; Art direction, Copywriting: Studio Sonda; Jelena Fi\u0161ku\u0161 &amp; Sean Poropat<br \/>Design: Studio Sonda; Aleksandar \u017divanov, Martina Uki\u0107, Sanda Mari\u010di\u0107, Marina \u0160tefan\u010di\u0107, Jelena Fi\u0161ku\u0161, Sean Poropat<br \/>Account Director: Studio Sonda; Mladen Gvozden<br \/>TVC\u00a0Production: MOGLO<\/p>\n<p><img decoding=\"async\" class=\"legacy-gallery-item\" src=\"https:\/\/www.sonda.hr\/wp-content\/uploads\/2024\/05\/Sonda_Dorina_01-scaled-1.jpg\" alt=\"\" \/><\/p>\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Kra\u0161 Dorina - Prelomi i uzmi sve!\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/5Ir0zcvLrvo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Kada se po\u010detak neke pri\u010de povezuje uz vrijeme vladavine cara Franje Josipa i kada onaj \u201esince\u201c uz ime brenda mora\u0161 pro\u010ditat dvaput u sebi jer godina 1911 izgleda kao \u0161tamparska pogre\u0161ka, onda zna\u0161 o koliko je dugoro\u010dnom brendu rije\u010d. Upravo jedan takav je Kra\u0161.<\/p>\n","protected":false},"featured_media":8845,"template":"","tags":[345,674,617,526,616,677,525,696,346],"award":[187,184,707],"client_type":[766],"work_category":[147,755,161,213,756],"class_list":["post-4205","work","type-work","status-publish","has-post-thumbnail","hentry","tag-ambalaza","tag-campaigns-hr","tag-dorina-2","tag-kampanja","tag-kras-2","tag-tvc-hr","tag-tvc-2","tag-visual-identity-hr","tag-vizualni-identitet","award-ideja-x-hr","award-nagrada-hdd-a-hr","award-red-dot-hr","client_type-food-hr","work_category-360-kampanja","work_category-packaging-hr","work_category-tvc-hr","work_category-verbalni-identitet","work_category-visual-identity-hr"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.sonda.hr\/hr\/wp-json\/wp\/v2\/work\/4205","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sonda.hr\/hr\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.sonda.hr\/hr\/wp-json\/wp\/v2\/types\/work"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sonda.hr\/hr\/wp-json\/wp\/v2\/media\/8845"}],"wp:attachment":[{"href":"https:\/\/www.sonda.hr\/hr\/wp-json\/wp\/v2\/media?parent=4205"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sonda.hr\/hr\/wp-json\/wp\/v2\/tags?post=4205"},{"taxonomy":"award","embeddable":true,"href":"https:\/\/www.sonda.hr\/hr\/wp-json\/wp\/v2\/award?post=4205"},{"taxonomy":"client_type","embeddable":true,"href":"https:\/\/www.sonda.hr\/hr\/wp-json\/wp\/v2\/client_type?post=4205"},{"taxonomy":"work_category","embeddable":true,"href":"https:\/\/www.sonda.hr\/hr\/wp-json\/wp\/v2\/work_category?post=4205"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}