Tradition, experience and an excellent standard of quality has resulted in Pavić becoming one of the most widely recognizable manufacturers of meat products on the domestic market. Operating a huge manufacturing plant in the city of Livno, Pavić supplies all parts of the food industry including retail chains, restaurants and hotels, and wholesalers across Bosnia and Herzegovina. Packaging plays a key role in the process of market identification. Product design should therefore be adapted to the intended target group. Their Gourmet brand is a great example of one that has managed to push for innovation while staying true to its natural character and quality. The client has decided to introduce a new line of 19 gourmet meat products.
Although Pavić’s quality products enjoy recognition within the domestic consumer base, the client continues to develop new, more convenient packaging concepts by offering pre-sliced and securely packaged meat for easy shopping and easy use. Our job was to strengthen the strong position the brand has developed over the years by refreshing the logo and packaging design of the Gourmet product line.
The introduction of a new logo design has the dual purpose of both keeping alive the natural identity of the brand while making sure that the brand as a whole remains relevant to current consumer needs and requirements. Since these products are produced using traditional methods and represent excellent quality, the packaging design reflected these interests.
The logo design is directly related to the verbal identity - the word "gourmet." This is represented visually by the expressive raised hand of the master-chef which is used in logo design to communicate the message: ‘It is absolutely delicious!’
We have been able to help the sustainable development of the brand Pavić by combining modern packaging, design principles within the industry and protection of the brand’s core values. The result is a packaging design that conveys the quality of domestic products using a black background and the elegant use of typography.