Fjori Fôra natural products

Client

ĆURIN - agricultural crafts and trade

Creative Team

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

Igor Poturić (naming, copywriting)

Marijo Franic (illustration)

Jurica Kos (illustration, photography)

Natalija Najjar (production manager)

Fjori Fôra is a result of a demanding and full-scale rebranding project in which we set out a new brand strategy and brand architecture for the complex group of products. A new name, verbal communication, visual identity of the group, and the identity and design of the packaging of individual product lines within the group were created.

The Ćurin family makes natural products, primarily cosmetics, based on a line of essential oils from wild and cultivated plants. Due to the configuration of the terrain, mechanization is used sparsely so the plantations are still harvested in the traditional way. The picking of wild plants on the entire island of Hvar adds a special value to it.

Our aim was to increase the brand’s visibility and recognition in the Croatian, regional, and global markets and to create a long-term image of a brand based on natural and original values that market contemporary products of superior quality produced by a sustainable and socially responsible family farm.

The main idea of the identity and all creative communication is based on evocative, poetic elements conveying the originality and distinctiveness of the island product. The use of almost monochromatic motifs and traditional methods and techniques such as herbariums, plant impressions in clay, imprints on paper or canvas, antique illustrations, etc. emphasizes the importance of the plants, and the hot foil-stamped elements in dark gold-copper color communicates the high value of the product.

The basic line of Fjori Fôra products is a line of essential oils, available as individual packaging and in a gift set with a diffuser. Other Fjori Fôra product lines, like the line of bio spices, have a separate communication, including a slogan, because they address a specific target group or operate in specific market categories.

The name Fjori Fôra (The Flowers of Hvar in a local dialect) and slogan Island life – in essence are an evocation of the experience that this island offers – the melody of local speech and the visual and aromatic sensations of the Mediterranean climate. As there are many products that require various applications of identity, a monogram was created in order to highlight the brand and ensure distinctiveness in different contexts.

The slogan rounds out the basic impression and atmosphere. What else Fjori Fora products are if not the life in the Mediterranean island in its core or essence? At the same time, they tell us about the plant essence as the basic ingredient of most products.

Identity and communication are based on a combination of the local (tradition, naturalness, geo-location) and contemporary (top quality, certification, security, recipes), which primarily needs to be communicated through branding and the packaging design of a product line.

As there are many products that require various applications of identity, a monogram was created in order to highlight the brand and ensure distinctiveness in different contexts.

The Ćurin family has been cultivating lavender in Gdinj on the island of Hvar since 1955. This family eco-project is run by the heirs of the “head” of the family, who is over 90 years old but still tills the land.

All illustrations of this identity came from the direct transfer of the plant from proven sources – from the Ćurin family farm on the island of Hvar, just as all Fjori Fôra products.

As plants are the core value and a starting point of all Fjori Fôra products, they also constitute the basis of the identity and overall creative communication of this rebranding. This way, all the plants in the illustrations of the new identity were preserved and depicted using traditional methods and techniques, such as herbaria, plant impressions in clay or on paper or canvas, and encyclopedic study drawings…

Two sublines of Fjori Fôra products are pure and blend essential oils from wild and cultivated plants. The products are available in individual packaging and in a gift set with a diffuser.

Some Fjori fôra product lines have a separate communication, including a slogan, because they address a specific target group or operate in specific market categories. The line of bio spices communicates with the slogan “Good herbs from good hands”, which highlights the concept of human touch, the fact that the plants are harvested and processed by hand, that it is not a matter of mass but family production, which is still carried out in a traditional way today.

More about the Fjori fôra line of bio spices.