Lokum "Naslada": A Traditional Bulgarian Delight with a Modern Twist

Redesigned Packaging Highlights the Rich Heritage of Zaharni Zavodi

With a history dating back to 1912, Zaharni Zavodi has become a leading manufacturer in Bulgaria. Their Bulgarian delight, Lokum, holds a special place in the hearts of generations of Bulgarians. Known as "the Bulgarian delight with the rose picker," this sweet treat is a symbol of tradition and quality.

The redesigned packaging for Lokum features a range of three flavors, each distinguished by a vibrant and plain color scheme. The inspiration for this design came from folkloric stamp designs, which used minimal colors to create striking visuals. By incorporating this aesthetic, the packaging captures the essence of Bulgarian heritage.

A simplified illustration of the Bulgarian rose picker, a national icon, takes center stage on the packaging. Accompanied by a reimagined logo, the design evokes a sense of tradition and craftsmanship. The result is a visually appealing product that stands out in both the national and international markets.

The Lokum packaging is made from sturdy cardboard and utilizes offset printing techniques. The box dimensions are 120mm in width, 25mm in depth, and 80mm in height. The inside tray is designed to hold eight sweets of Bulgarian delight, with a net weight of 140g.

One of the key challenges in this project was creating a unique naming for the product. With many competitors using the generic name "Lokum," the designers came up with the distinctive name "Naslada." This new name sets the product apart from its competitors and reinforces its traditional and high-quality image.

The Lokum packaging not only showcases the delicious Bulgarian delight but also serves as a visual representation of the country's rich cultural heritage. By incorporating elements from folkloric stamps and posters from the communist era, the design pays homage to Bulgaria's history.

The project, which started in October 2014 and concluded in December 2014, was carried out in Barcelona, Spain, under the guidance of Eva Minguella from ELISAVA. The designers conducted extensive research on old folkloric stamps and posters to ensure the packaging captured the essence of Bulgarian tradition.

The Lokum packaging has received accolades for its exceptional design. It was awarded the Iron A' Design Award in 2015, a prestigious recognition for well-designed, practical, and innovative creations. This award highlights the packaging's ability to meet professional and industrial requirements while providing a delightful experience for consumers.

Zaharni Zavodi's Lokum "Naslada" packaging is a testament to the brand's commitment to preserving tradition while embracing modern design. With its striking visuals and high-quality craftsmanship, this packaging is sure to captivate both Bulgarian and international audiences.