{"id":5950,"date":"2022-05-25T08:54:00","date_gmt":"2022-05-25T06:54:00","guid":{"rendered":"https:\/\/sonda.hr\/?p=5950"},"modified":"2022-05-27T09:37:45","modified_gmt":"2022-05-27T07:37:45","slug":"novi-identitet-i-kampanja-za-dorinu","status":"publish","type":"post","link":"https:\/\/sonda.hr\/hr\/novi-identitet-i-kampanja-za-dorinu\/","title":{"rendered":"Novi identitet i kampanja za Dorinu"},"content":{"rendered":"<p>Kada se po\u010detak neke pri\u010de povezuje uz vrijeme vladavine cara Franje Josipa i kada onaj \u201e<em>since\u201c <\/em>uz ime brenda mora\u0161 pro\u010ditat dvaput u sebi jer godina 1911 izgleda kao \u0161tamparska pogre\u0161ka, onda zna\u0161 o koliko je dugoro\u010dnom brendu rije\u010d. Upravo jedan takav je Kra\u0161.<\/p>\n<p>Prilikom obilje\u017eavanja 110 godina Kra\u0161a, dobili smo zadatak da \u010dokoladi Dorina udahnemo novi i suvremeniji izgled, doradimo vizualni identitet, jednostavnim i modernim tonom komunikacije pribli\u017eimo se mla\u0111oj ciljnoj skupini, stavimo redizajn u fokus komunikacije, a kao komparativnu prednost istaknemo \u0161irinu izbora okusa.<\/p>\n<p>Od kada je prvi put predstavljena 1996 g., Dorina je sinonim za kvalitetu kojoj se vjeruje, no kada je rije\u010d o dizajnu omota, u proteklih se 25 godina vi\u0161e puta mijenjao te nije uspostavljena dosljednost samog brenda kroz ambala\u017eu. To smo odlu\u010dili promijeniti i Dorini udahnuti \u201c<em>iconic\u201d <\/em>dizajn koji \u0107e ju od sada nadalje \u010diniti nadaleko prepoznatljivom.<\/p>\n<p>Karakteristi\u010dna crvena boja brenda je rederfinirana i odabrana je suvremenija crvena nijansa, materijal pakiranja osuvremenjen, a color code je standardiziran kroz sva pakiranja radi bolje vidljivosti na polici. Prepoznatljiv logotip minimalno je prera\u0111en i moderniziran te je potez \u010dokoladom preoblikovan u poznatu &#8220;smile&#8221; ikonicu, koja postaje za\u0161titni znak nove Dorine te komunicira emociju koju dosti\u017eemo konzumacijom, a to su osmjeh i zadovoljstvo.<\/p>\n<p>Kod prikaza okusa kori\u0161teni su grafi\u010dki elementi s prvih Kra\u0161evih \u010dokolada iz ranih 80-ih (trokut) kao poveznica s tradicijom, a jasnom distinkcijom dat je naglasak na \u0161irinu okusa u ponudi.<\/p>\n<p>Novo pakiranje popratila je i prigodna kampanja koja nagla\u0161ava novi identitet \u010dokolada i \u0161irinu izbora. Vru\u0107a ili ledena? Mala ili velika? Hrskava? kremasta? Vo\u0107na? Mo\u0107na? Nije va\u017eno, jer kada je da ili ne, prelomi i probaj ih sve!<\/p>\n<p>&nbsp;<\/p>\n<div class=\"video-container\"><iframe loading=\"lazy\" title=\"Kra\u0161 Dorina - Prelomi i uzmi sve!\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/5Ir0zcvLrvo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p>Credits:<br \/>\nCreative &amp; Art direction, Copywrite: Studio Sonda; Jelena Fi\u0161ku\u0161 &amp; Sean Poropat<br \/>\nDesign: Studio Sonda; Aleksandar \u017divanov, Martina Uki\u0107, Sanda Mari\u010di\u0107, Marina \u0160tefan\u010di\u0107, Jelena Fi\u0161ku\u0161, Sean Poropat<br \/>\nAccount Director: Studio Sonda; Mladen Gvozden<br \/>\nTVC\u00a0Production: MOGLO<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Studio Sonda redizajnirao je logotip i pakiranje te osmislio novu komunikacijsku kampanju za legendarnu Dorina \u010dokoladu. Jer kada je DA ili NE, prelomi i probaj sve!<\/p>\n<p>\u00a0<\/p>\n","protected":false},"author":3,"featured_media":5979,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[69,180,1,63,90],"tags":[3583,3593],"class_list":["post-5950","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ambalaza","category-brendovi","category-novosti","category-oglasavanje","category-vizualni-identiteti","tag-branding-hr","tag-packaging-hr"],"acf":{"gallery":[5990],"migrate_to_new_website":true,"content_type":"work"},"wpml_current_locale":"hr","wpml_translations":{"en_US":{"locale":"en_US","id":5946,"slug":"new-identitycampaign-for-dorina-chocolate","post_title":"New identity&campaign for Dorina chocolate","href":"https:\/\/sonda.hr\/new-identitycampaign-for-dorina-chocolate\/"}},"featured_image_url":"https:\/\/sonda.hr\/wp-content\/uploads\/2022\/05\/Sonda_Dorina_H.jpg","_links":{"self":[{"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/posts\/5950","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/comments?post=5950"}],"version-history":[{"count":7,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/posts\/5950\/revisions"}],"predecessor-version":[{"id":5988,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/posts\/5950\/revisions\/5988"}],"acf:attachment":[{"embeddable":true,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/media\/5990"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/media\/5979"}],"wp:attachment":[{"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/media?parent=5950"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/categories?post=5950"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sonda.hr\/hr\/wp-json\/wp\/v2\/tags?post=5950"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}