KUPILEK blackberry products

Kupilek / Jambrešić has been successfully operating on the market for 30 years, with its own production and retail outlets. It is the largest producer of blackberry products in Croatia.

The aim of the redesign was to increase the brand’s visibility and bring its products closer to younger generations and consumers less familiar with the benefits of natural blackberry products. For Kupilek blackberry and raspberry wines, the primary objective of the rebranding was to position them more clearly within the wine category, as they are produced using the same process as grape wine. Most other producers process these fruits into liqueurs, while blackberry wine contains less sugar and is rich in iron and vitamins.

The process included product and market analysis, defining the strategy and communication direction, developing the slogan and basic verbal communication, and redesigning the brand and visual identity of the product range. From a design and communication perspective, the main objective was to elevate the products to a premium level while retaining existing older customers (40+), attracting a younger audience (25–40), and creating products relevant to the Croatian tourism and corporate gift markets.

The rebranding puts the Kupilek brand name in the foreground, while the surname Jambrešić takes a secondary role and functions as a personal “signature” behind the brand. The slogan Zdravica od bobica – loosely translated as “A toast made from berries” – was developed to creatively communicate the products’ health benefits within the legal restrictions governing such claims.

Fruits and tendrils form the foundation of the visual identity. As symbols of the richness of fruit and flavour, they grow out from the centrally positioned brand name. The resulting visual motif communicates the products’ high fruit content and premium quality.