The packaging of a product, in our case food packaging, plays an important role in the present day. In a mountain of products that more or less serve the same purpose, producers compete to get consumers to reach for theirs. In the middle of the last century, when the market was limited, there was no need for the battle that exists today. For this reason, throughout the thesis I explore the different factors that influenced packaging design in the past and the factors that influence it today. These factors are technology and its development, materials, politics, attitudes towards the designer, etc. In the theoretical part, I focus on three manufacturers from the former Yugoslavia, and put under the magnifying glass one iconic product that they still produce today. In the practical part, I am working on the redesign of two iconic packages, which I also discussed in the theoretical part of the thesis. Based on what I have researched, I present two new solutions where I try to improve the user experience, to maintain the visual language in relation to the history of the product and to take a sustainable approach.
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