Belgrade-based independent design studio Metaklinika was recently approached by Fini – a family bakery and pâtisserie – to create a new visual identity for its packaging.
The local firm is famous for its delicious cakes and sweets inspired by French tradition, and so the initial idea was to evoke memories from our childhoods. "In particular, the memories of vintage 20th century picture books we grew up with," explains Marina Nikolic, one of the studio's designers. "The characters of animals and plants come from an imaginary enchanted forest. We particularly focused on a minimal visual language, spontaneity in animal drawings and spontaneous handwriting used on the packaging.
"The black and white packaging increases contrast and enhances the surprise effect – when you open the box, there is an explosion of colour. The paper craft technique of silk-screen printing and intaglio printing highlights the craft sensibility of the product."