Bruketa&Žinić&Grey

Even though digital solutions play a major role at Bruketa&Žinić&Grey, the agency continues to shine with sensational analogue implementations. Pushing the boundaries of what is technically feasible, manifesting intelligent storytelling, and thus creating value is celebrated here – as in the book series for the pasta manufacturer Marodi, which moreover preserves cultural heritage.

Interview with Bruketa&Žinić&Grey

Red Dot: The book series for the pasta manufacturer Marodi from Međimurje is based on a dense narrative. What was the intention?
Bruketa&Žinić&Grey: Since the company was founded, quality has been the most important value at the centre of its business story. Their pasta production began in 1992 in the small town of Domašinec in Međimurje – and ever since then, Marodi has successfully positioned itself as a brand that strives to preserve the traditions of the region. In 2018, the Međimurska popevka, a regional folk song, was added to UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity, so it will remain protected for as long as it is performed. To contribute to its preservation, a limited collection of five volumes of folk songs from Međimurje has been designed, with each volume containing a special Marodi alphabet pasta pack with the exact number of letters of the respective folk song.

What brand values are expressed with this realisation?
The brand values that Marodi is expressing here are quality, tradition, cultural heritage, community involvement, education, knowledge transfer and innovation. The company endeavours to preserve the traditions of the Međimurje region and demonstrates its commitment to education and intergenerational knowledge transfer.

Is this a far more intelligent form of a brand book?
I wouldn’t call it a brand book, but it really tells a compelling story about the brand and its values. Unlike a typical brand book, this series of books shows Marodi’s deep connection to its cultural roots and community. This story-driven approach provides a more engaging and authentic way to communicate what the brand stands for, and it resonates emotionally with consumers and stakeholders.

You realise many unusual print projects. How do you see the impact of materiality in our digital age?
While digital media dominates many of our strategies for communication and marketing, haptic objects offer a unique, tangible experience that can leave a lasting impression. Incorporating materiality into campaigns engages the senses in ways that digital experiences often cannot. Tactile interaction with a physical object can evoke emotions, build deeper connections and enhance memory. In a world saturated with digital content, haptic objects offer a refreshing and impactful way to stand out from the crowd and create meaningful interactions with the target audience.