Bruketa&Žinić&Grey

With spectacular projects that often push technical boundaries, Bruketa&Žinić&Grey has been attracting attention since its founding in 1995 – the creative team has won more than 650 awards. Today, as the “Brand and Design Hub” of the global Grey network and boasting 60 employees, the credo is still the same: “Every great design is created in Word, not Photoshop – the heart is always inspiring storytelling.” This is also the case with the charming packaging for Vegeta.

Interview with Bruketa&Žinić&Grey

Red Dot: Is the unboxing experience now almost as important as the design of a product itself?
Bruketa&Žinić&Grey: You could say that. Unboxing creates brand awareness, helps to differentiate the product from the competition, creates an emotional connection with consumers and ensures more likes on social media. The primary protective function of packaging is of course essential, but attracting attention, communicating product features and interacting with the packaging are essential to a brand’s most important touchpoint. Wherever possible, we try to create a new and original experiences at low cost and with minimal environmental impact.

How sustainable has this packaging become?
It is impossible to produce packaging that is 100 per cent recyclable for every product. In the case of Vegeta & Spirulina, however, we have succeeded. The packaging is made of cardboard and aluminium and is adhesive-free, which we particularly appreciate. Printed with Vegeta recipes, we designed the cardboard element as a collector’s item.

How much design freedom did you have?
On the one hand, the company is traditional with its many years of experience, but on the other hand, it is also very innovative and always picks up on new trends. Trust-based cooperation with the customer was crucial for the development of such a product.

How did the idea of the charming retro illustrations come about? 
The Vegeta spice blend was launched in 1959, and the illustrations have kept the spirit of this tradition alive – in a way, honouring the roots of the brand. However, like Podravka, we are also trying to think of the future and test the market readiness for new solutions.

What developments do you see in packaging in general?
It is nothing new that we are all intensively looking for more sustainable solutions wherever this is possible from a production and economic point of view. Unfortunately, it is also clear that change takes longer than we would like. Making small changes whenever possible is the only realistic approach to this issue.
However, we are finding that consumer awareness is slowly increasing. The greater the awareness, the greater the change. Manufacturers will produce what people want to buy. Every day at the checkout counter, you make a decision about what you want the world around you to look like, even when it comes to pollution and packaging.