Figura: A Mediterranean-Inspired Brand and Packaging Design

Bringing the Flavors of the Mediterranean to Asia

Figura design centers around the fig icon stylized to form an air balloon. This reflects the brand's goal to bring Mediterranean delicacies to the Asian market: fig cakes, chocolates, and olive oils. Born out of a passion for healthy food and travel experiences, Figura's design tells a story of its founder's roots. Golden hues, purple and green tones are used to symbolize the brand's main ingredients. The design is accompanied by patterns that evoke the Mediterranean: fig leaves, waves, and fish flakes.

The realization of the Figura design involves high-quality printing from Pantone colors on Fedrigoni paper, both for labels and paper packaging. The addition of gold foil adds a touch of luxury and elegance to the overall design.

The specifications for the Figura design include an olive oil label measuring 10 x 14 cm, a chocolate box measuring 8 x 15 cm, and a raw fig cake box measuring 28 x 5 cm.

Figura's brand identity is used to communicate the Mediterranean philosophy and lifestyle. This approach differentiates the products from competitors in the Asian market. The branding and packaging effectively communicate these elements to clients and evoke in them a sense of travel to Europe in the search for traditional products and taste. The product packaging is designed as a primary advertising mechanism and is aligned with the target market's expectations.

The Figura design project started in November 2020 and finished in April 2021 in Croatia and Hong Kong. Extensive research was conducted, including workshops with the client to discover the brand's unique story, philosophy, personality, and target market. The design was prototyped and tested before creating the final identity.

The design of Figura's brand and packaging was a result of an in-depth process that included the discovery of the client's drivers and company culture. Several challenges were identified, including the need for the design and packaging to tell the story of the client's roots and her link to Mediterranean culture, speak to the Asian target market, and use ecological and affordable materials while maintaining a high-quality look and feel.

Figura is a line of healthy products inspired by Mediterranean cuisine and lifestyle. The branding is designed around the fig icon stylized to create an air balloon, symbolizing the founder's voyage and love for the Mediterranean. The packaging reflects the hues, tones, and textures of the Mediterranean, adorned with a splash of gold to enhance the premium quality of the products.

This exceptional design has been recognized and awarded the Iron A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2022. This prestigious award is given to well-designed, practical, and innovative creations that meet professional and industrial requirements. Figura's design is respected for integrating industry best practices and competent technical characteristics, providing fulfillment and positive feelings, and contributing to a better world.