Croatian Mint’s "Dražen Petrović’s edition"
copywriting / storytelling / packaging design / product design
Croatian Mint’s “Croatian Rulers”
Client
Croatian Mint
Creative Team
Izvorka Jurić (creative and art direction)
Jurica Kos (creative direction, design, photography)
Croatian Rulers is a series of limited numismatic editions developed for the Croatian Mint and the Croatian National Bank, conceived as an annual collector’s release. Following the inaugural edition dedicated to King Tomislav, the series continues with Queen Jelena, expanding a design system conceived to grow through future Croatian rulers.
Each edition pairs a historical figure with a distinctive element of Croatia’s natural heritage. Kings are connected with native trees, while queens are associated with characteristic Croatian flowers, creating parallel narratives that unite history, symbolism, and nature. These relationships are reflected in the coin design and further expressed through the packaging, where carefully selected materials, colors, and details give every edition its own unique identity.
The visual identity of the series is defined by a stylized crown integrated into the Croatian checkerboard pattern. While the overall design language remains consistent, the crown motif subtly evolves to distinguish the Kings’ and Queens’ editions.
The box itself is shaped as a single-crown peak, a modular element in a growing collection that encourages a “collect them all” approach. Beyond protecting the medal, it functions as an elegant display case, ideal for collectors, exhibitions, and fairs.
With the introduction of Queen Jelena, the series expands from trees to flowers. Inspired by the Velebit degenia, one of Croatia’s most distinctive endemic flowers, the packaging replaces wood with velvet, creating a softer and more refined tactile experience.
The box is wrapped in deep burgundy velvet, while the coin rests on a yellow velvet base inspired by the flower’s vibrant bloom. This complementary material palette reinforces the unique identity of the queens’ editions while preserving the modular structure of the series.
