Slast & Mast branding

verbal communication / identity / branding / packaging

SLAST&MAST is a brand of meat products offering top-quality fresh meat such as steamed steaks, sausages, and traditional cured meat products with the common values of superior natural quality, organic breeding, and free-range, natural farming.

The task was to design a premium, but also modern and easy-going brand that would communicate with customers in a simple and laid-back way. As the packaging design had to meet the low-budget constraints, it was done in such a way that it looks like a logical packaging choice in balance with the brand values.

Verbal communication included the naming of the brand and coming up with a slogan, headlines, and product descriptors. The tone of communication is always clear, direct, and personal, and yet – thanks to short and simple words and phrases – strong and convincing. SLAST&MAST, in Croatian literally: relish / delight & fat is a well-known Croatian idiom meaning the abundance of things that are desirable and give pleasure.

The identity is based on a combination of old-style animal illustrations, strong and bold typography, and color scale. The twist in the identity – the red tongue integrated into an ampersand character and added to illustrations – communicates the main brand value.


  • Slast & mast d.o.o.

Creative team

  • Izvorka Jurić (creative and art direction), Igor Poturić (verbal communication), Stela Kovačić (design, photography), Sarah Petkus (illustration)
Awards and honors

published on The Packaging of the World
2019, International

part of “Exhibition of Croatian Design 17/18”
Croatian Designers Society, 2018, Croatia

published on Vizkultura
2018, Croatia