Lučina Cream Cheese
Good things take time. Would you believe that this redesign took almost two years before finally going public? The wait was worth it, though, and Prague agency Butterflies & Hurricanes accomplished what they set out to do with Lučina.
“Originally produced in communist Czechoslovakia in 1981, Lučina is one of the most familiar and loved Czech cream cheeses. The main target audience is women, so we used hand-painted watercolors and hand-drawn fonts, and added a hint of feminine chaos in the layout, but maintained a clear differentiation and brand cohesion. The reason it took nearly two years is the fact that men and women have very different visual languages, and the top decision makers (still usually men in our country) struggled to understand and digest the intuitive and emotional direction we were taking.”
Butterflies & Hurricanes took a gentle and comforting approach in designing the new Lučina. The soothing pastel colors appear on the variety of products, and even the logo complete with a delicate butterfly gives a feeling of pure happiness and relaxation. Using greens, blues, and salmon hues feel pure and implies that the ingredients are healthy and simple. Photos appear on the packaging, keeping the appearance from looking too much like a cartoon and appealing to the target audience.
Designed by Butterflies & Hurricanes
Country: Czech Republic