The consumption of fruit brandies, better known as Rakija in the Balkan countries, is on the rise, as the drink that used to be only popular among the older male generations, is becoming more trendy, and has even been dubbed as the “influencer” drink of the younger generations. The consumption of rakija has moved from traditional bars and pubs to clubs, parties, and other trendy places. This has led to an increase of new brands emerging on the scene, as users are constantly searching for a new, high-quality brandy – fitting to the style and taste of a younger demographic. That’s why the story of Deep Hypnosis (Duboka Hipnoza) Rakija by the Monogram® Distillery from Bosnia and Herzegovina is something new and refreshing.
The four flavors of the Deep Hypnosis Rakija are represented by four characters, all equally mad and whimsical, as well as magical and hypnotic
Respecting tradition and quality as imperative for the product, an awarded creative director and graphic designer Nenad Dosen designed a captivating packaging concept for the new brand, that truly differs from the classic, a more strict design style that characterizes most products in the Rakija category. Deep Hypnosis brings a dose of humor while being aimed mainly at younger generations, but also at all eager to change or question their traditional approach to brandies.
“We have created four fruit brandies, classic plum, Williams pear, quince, and apricot, each with its original signature. The Deep Hypnosis Plum comes from the workshop of Professor Plummer, a misunderstood scientist, master of hypnosis, and magician. His neighbor, Mrs. Apricot, spends more time in the kitchen preparing brandy than lunch. There is, of course, the neighbor Mr. Pear, the keeper of the orchard of top-quality Williams pears. This somewhat simple and reckless man has a great weakness for Mrs. Quince, the owner of the attic where stocks of top-quality brandy hide. And so, relaxed, with some tasty bites and cheerful company, sip by sip, we surrender to the charms of top-quality brandy, slowly sinking into deep hypnosis…”.
The four flavors of the Deep Hypnosis Rakija are represented by four characters, all equally mad and whimsical, as well as magical and hypnotic. Each character has a unique backstory, told by the amusingly illustrated labels on the brandy bottles. The bottle packaging combines a classic, gold-foil detailed serif typography, with black and white photography and colored illustrations of the fruit used in each product. Don’t be deterred by the hypnotizing glare you are faced with on the bottle’s label, as while it might give you a glimpse into your future…it’s still worth finding out!
© Nenad Dosen