Moostra
Naming // Packaging // Identity
THE CLIENT
OPG Ćorić brings premium rakija to the market in a contemporary form, blending rich tradition with a modern approach to production and branding. As a family-run producer with a vision for growth, their goal is to present rakija to a younger, sophisticated audience, free from outdated stereotypes. Moostra rakija is more than just a drink – it is a story of innovation, quality, and a passion for local craftsmanship.
THE OBJECTIVE
The challenge was to create a visual identity that seamlessly connects tradition with contemporary trends, making rakija more accessible to a modern audience. The design had to clearly differentiate various types of rakija and liqueurs through a distinctive visual language, provide packaging flexibility for future product expansions, capture attention in retail environments, and ensure long-term brand recognition. A key part of the identity was developing the brand name. Moostra is a creative play on words inspired by local heritage and storytelling. It references “mustra”, a term used to describe a clever, quick-witted person with character—someone who carves their own path, just like this rakija, which boldly steps outside traditional conventions. At the same time, mustra also means a visual pattern—a recognizable motif that runs through the design, creating a harmonious, playful system of illustrations and colors. This dual symbolism gives Moostra its unique identity: a rakija with a story, where every element, from the name to the design, reflects individuality and character.
THE SOLUTION
Inspired by the brand’s character, we created Moostra – a lively persona that brings uniqueness and storytelling to every bottle. The illustrations are dynamic, vibrant, and adaptable, featuring gradients that enhance the modern visual identity. Each flavor is distinguished by a unique color palette, ensuring clear differentiation within the product line. Moostra is not just a label on a bottle—it is a concept that breathes, evolves, and adapts, leaving room for future innovations. This approach fosters an emotional connection with the audience, redefining how rakija is perceived—not merely as a traditional drink but as a modern experience with a compelling narrative.
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