The herbal liqueur category is one of the most competitive in the drinks industry, shaped by strong tradition, established market players, and consumers with clearly formed preferences. The challenge was to launch a new Maraska brand capable of claiming its place within the category while respecting the company’s heritage and introducing a distinctive contemporary identity.
The inspiration was found in Maraska’s history, archives, and centuries-old expertise in producing herbal liqueurs. The label design reinterprets the aesthetics of historical certificates and manufacturing labels through expressive typography, ornamental frames, and engraved botanical illustrations. A central medallion featuring the portrait of Roman Vlahov, the father of Croatian herbal liqueurs, becomes a symbol of authenticity and connects the product to its origins. The contrast of dark blue, red, and white establishes a clear information hierarchy and reinforces the product’s premium character, while carefully crafted details evoke craftsmanship, heritage, and lasting value.
The bottle’s minimalist geometric form, with its striking simplicity, allows the graphic identity to become the main carrier of the story and the product’s key visual focus on the shelf.
In this way, Heritage Pelinkovac was created – “the pelinkovac above all pelinkovacs” – a brand that seamlessly unites heritage and innovation, authenticity and contemporary design.