Fjori Fôra organic herbs line

Client

ĆURIN - agricultural crafts and trade

Creative Team

Izvorka Jurić (strategy, creative and art direction, design)

Igor Poturić (naming, copywriting)

Jurica Kos (design, illustration, photography)

Marijo Franic (illustration)

Natalija Najjar (production manager)

Fjori Fôra is the result of a challenging and comprehensive rebranding project that established a new brand strategy and architecture for a complex group of products. The project included the development of a new name and verbal communication, the group’s visual identity, and the packaging identity and design of individual product lines.

More about Fjori fôra rebranding.

The Ćurin family produces a range of natural products, with organic herbs forming one of the product lines. The organic spice line is communicated through the slogan “Good herbs from good hands”, emphasising the importance of human touch and the fact that the plants are hand-picked and processed using traditional methods.

Fjori Fôra organic herbs and spice blends are primarily aimed at younger consumers who want to use locally produced Croatian products, recognise the importance of organic herbs in a healthy diet, and appreciate a functional and attractive addition to their kitchens.

The identity and communication combine local values – tradition, naturalness, and geographical origin – with contemporary values such as premium quality, certified production, safety, and modern blends. This combination is primarily communicated through the branding and packaging design of the product line.

Due to the large number of products and the different requirements for applying the identity, a monogram was created to further highlight the brand and build recognition across various contexts.

The packaging consists of a rigid laminated multilayer sleeve suitable for food packaging and machine filling. Inside each package are a protective closure and a Fjori Fôra brand brochure presenting other products from the organic herbs line.

The line consists of two sublines: wild herbs from the island of Hvar and organically grown Mediterranean spice blends. The wild herb products feature botanical illustrations, while the functional spice blends feature illustrations of the dishes they are intended for. The colour palette is directly derived from the colours of the motifs depicted in the illustrations.

In addition to Fjori Fôra organic herbs, the Ćurin family also produces small quantities of organic olive oil, available as an occasional or corporate gift. The oil and herbs are available as individual products or combined in gift sets presented in a high-quality textile “ff” bag. Thanks to a specially designed inner carrier, the contents of the bag are modular, allowing for different gift combinations.