Dorina chocolate identity

Creating a new and modern look for the Dorina chocolate by Kraš, the legendary 110-year old Croatian brand

On the occasion of the 110-year celebration of Kraš, Studio Sonda was given the task to provide the legendary Dorina chocolate with a new and more modern look, to refine its visual identity,

to give the communication a simple and modern tone to better approach a younger target group and as the comparative advantage, to highlight the taste breadth of choices.

Since it was first introduced in 1996, Dorina has always been synonymous with trusted quality, but when it comes to the packaging design, it has changed several times over the past 25 years. Consequently, the consistency of the brand itself through packaging has not been established. We decided to make a change and give Dorina an “iconic” design that will make it far more recognizable from now on.

The characteristicred color of the brand has been redefined and instead, a more modern red shade has been chosen. The packaging material has been updated while the color code has been standardized throughout all packaging for better shelf visibility.

The recognizable logo has been minimally redesigned and modernized and the chocolate line in the logo has been transformed into the famous smiley symbol, which has become the new Dorina’s trademark that communicates the emotions we experience when consuming: so smiles and pleasure.

For the presentation of flavours graphic elements from the first Kraš chocolates from the early 80’s (triangle) were used as a link with tradition,

while with a clear distinction, the breadth of flavours within the offer has been stressed.

The new packaging is accompanied by a special campaign that highlights the new identity of the chocolate and the breadth of choices. Hot or cold? Small or big? Crispy? Creamy? Fruity? Powerful? It doesn’t matter, because when it is either yes or no, just break it off and try them all!

Credits

Creative & Art direction, Copywriting: Studio Sonda; Jelena Fiškuš & Sean Poropat
Design: Studio Sonda; Aleksandar Živanov, Martina Ukić, Sanda Maričić, Marina Štefančić, Jelena Fiškuš, Sean Poropat
Account Director: Studio Sonda; Mladen Gvozden
TVC Production: MOGLO