Reviving Tradition: Étiquette's Krupnikas Packaging

Étiquette's Innovative Design Approach to a Traditional Honey Liqueur

The design of Krupnikas packaging was driven by the need to represent the quality, taste, and craftsmanship of the product more effectively. The team at Étiquette chose honey, the base of the drink, as the key element to convey its great taste. The bee illustration serves as the main design element, distinguishing the product among other krupniks. The use of tactile UV varnish, gold foil, and embossing enhances the composition elements, making the product more credible as a souvenir.

The design process was not without its challenges. The team had to create a packaging design that would appeal to a wide range of consumers, from the younger generation who may be unfamiliar with the drink or consider it outdated, to the older generation who have their own drinking habits. The result is a packaging design that is both modern and nostalgic, appealing to all age groups.

The design was realized using tactile UV varnish, embossing, and gold foil on paper. The label size is 57 mm x 110 mm. The project was implemented in 2016, with the design team comprising Valerija Žilėnienė, Algirdas Orantas, and Irmantas Savulionis, and the product development team including Jūratė Paulauskienė and Julija Dergunovė.

The design's uniqueness and innovation were recognized with a Golden A' Packaging Design Award in 2017. This prestigious award is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom. They are venerated products and bright ideas that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.

In conclusion, Étiquette's design for Krupnikas packaging is a testament to the power of innovative design in reviving tradition. By combining modern techniques with ancient lithography, the team has created a product that stands out for its quality, taste, and craftsmanship, appealing to a wide range of consumers and earning recognition in the design world.