In my thesis, I address the issue of the visual identity of alcoholic beverages, specifically rakija. Although rakija has been present in the Balkan market for a very long time, it still lacks a clearly defined origin compared to other alcoholic drinks. Moreover, the origin and identity of rakija are topics often avoided in the Balkans, as they are considered causes of disputes and conflicts. A drink that was once intended to unite people from different regions is today one of the main sources of disagreements, even conflicts.
My goal is to design a visual identity for rakija that transcends national differences and conveys messages that bring people together. The created visual image of rakija would surpass disputes and prejudices among Balkan nations and reunite them in a humorous way.
The thesis is composed of four parts: introduction, context, analysis, and development of the work. In the context section, I specifically dealt with rakija – its tradition, history, and symbolic significance in the Balkan region. I then clearly defined all the segments that make up a thoroughly designed visual image of a strong alcoholic drink and included them in my research on the history of rakija. In the analysis, I focused on the existing market and conducted surveys and questionnaires to explore the current perception of rakija among the Balkan nations. I then applied this theoretical understanding to the development part, where I established a concrete solution through research and the use of visual and typographic means.
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