Redesign of the Nectar Family logo – from game to packaging

Exactly one year ago, the Ovation BBDO agency redesigned the Nectar Family logo as well as the existing Family Juices portfolio. The agency says that the need to redesign the logo came as a natural continuation of the evolution of the Nectar Family brand, but also the entire company. What does the redesign process look like in this example, we talked to George Djukanovic, Art Director of the Ovation BBDO agency.

“I did not start the process of redesign just to beautify the thing and reshape it into a trend form, but I was looking for an approach to work that would start the redesign,” Djukanovic begins. For the creative process, the first test is extremely important to him – the opinion of the environment. “I printed the old logo and put it on the board to ask my colleagues for their opinion and what they think should be changed. The answers were extremely different, but they did not suggest anything specific that would help me. I realized that this approach was not helpful to me, so I approached it in a slightly more tactile way and cut out the logo on a CNC machine from plywood. The whole thing has changed incredibly. “

Djukanovic says that the 3D object is perceived significantly differently from a simple insight into the design on the screen or paper, and that colleagues now had the opportunity to see the logo completely differently and experience it as a three-dimensional object in their hands.

“Much more inspiring comments and suggestions began to be born, and one of them, which was repeated several times, was that the ends were too sharp in some places. Some of the “respondents” did not even last, but broke the sharp ends holding the logo in their hands. It was an additional sign to me as a confirmation that the existing logo is too sharp in some parts… and Bingo! I got the essence of the change! “, Says Đukanović and adds:” I started with hand drawing because it is my standard start to the process. I never start work on a computer first and I don’t give up that way.

The logo as such did not have enough consistency, it lacked uniformity in form and was somewhat thrown out of balance.

I wanted the Family print to contain artistic value, not to be read automatically as we perceive many words instantly with the help of the first and last letter. I wanted the logo to communicate not only as an informative word, but as a deeper meaning, as an art form that is stable and contains “edibleness” because at the end of the day, the Family logo from the packaging will be on the dining tables of many homes. “

George adds: In most cases in this business you will get a little freedom to express your creativity. Many will say that it is very little, but if you know how to use that space in an effective way, it is more than enough for the client to be satisfied, and to leave your personal mark.

In these few, somewhat unexpected steps, a new Nectar Family brand logo was created.

See the whole Case for redesign:

Text author: Ovation BBDO

Source: PORTAL by

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