Razvoj in oblikovanje celostne grafične podobe in trajnostne embalaže za prodajo haskap jagod

Kastelic, Lana (avtor), Gregor Svetec, Diana (mentor), Medved, Tanja (komentor)

Danes imata celostna grafična podoba in embalaža v agroživilskem sektorju pomembno vlogo pri prepoznavnosti izdelkov. Celostna grafična podoba omogoča jasno predstavitev identitete podjetja, medtem ko embalaža poleg zaščitne funkcije deluje tudi kot pomemben komunikacijski element, saj pogosto predstavlja prvi stik med izdelkom in kupcem. V zadnjih letih se vse več pozornosti namenja tudi trajnostnemu oblikovanju, ki s premišljenimi rešitvami prispeva k zmanjšanju vpliva na okolje. V diplomskem delu je bil obravnavan razvoj celostne grafične podobe in trajnostne embalaže za domačo kmetijo, ki se ukvarja s pridelavo in prodajo haskap jagod. Namen dela je bil oblikovati prepoznavno in učinkovito vizualno podobo ter razviti funkcionalno embalažo, ki zagotavlja ustrezno zaščito izdelka in upošteva načela trajnostnega oblikovanja. Diplomsko delo je temeljilo na pregledu literature s področja celostne grafične podobe, embalaže in trajnostnih materialov ter na analizi obstoječih rešitev. V eksperimentalnem delu smo oblikovali zaščitni znak, izbrali barvno shemo in določili pisave ter oblikovali poslovne tiskovine. Prototipe embalaže smo izdelali iz dveh vrst kartona, katerih mehanske lastnosti glede odpornosti na vlago in vodo smo predhodno preverili. Meritve smo izvedli pri standardnih pogojih in po izpostavitvi povišani vlagi. Rezultati so pokazali razlike med materialoma, vendar so bile te z vidika uporabe sprejemljive, zato smo pri izdelavi embalaže uporabili oba kartona. Končno oblikovana embalaža je sledila načelom trajnostnega oblikovanja ter omogočala ustrezno zaščito izdelka, dobro zračenje, enostavno uporabo in racionalno rabo materiala. Razvita celostna grafična podoba pa je zagotavljala jasno in učinkovito predstavitev kmetije. Na podlagi opravljenega dela je bilo ugotovljeno, da je mogoče z ustrezno izbiro materialov in premišljenim oblikovanjem uspešno povezati funkcionalnost, vizualno prepoznavnost in trajnostni pristop.

• Jezik: Slovenski jezik
• Ključne besede: celostna grafična podoba, trajnostna embalaža, trajnostno oblikovanje, embalažni materiali, haskap jagode
• Vrsta gradiva: Diplomsko delo/naloga
• Organizacija: NTF - Naravoslovnotehniška fakulteta
• Leto izida: 2026
• PID: 20.500.12556/RUL-186826
• Datum objave v RUL: 05.09.2026

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: Development and design of corporate visual identity and sustainable packaging for selling of haskap berries

Izvleček

Today, corporate visual identity and packaging play an important role in product recognition within the agri-food sector. Corporate visual identity enables a clear presentation of a company’s identity, while packaging, in addition to its protective function, also serves as an important communication element, as it often represents the first point of contact between the product and the consumer. In recent years, increasing attention has also been devoted to sustainable design, which, through carefully considered solutions, contributes to reducing environmental impact. This thesis addresses the development of a corporate visual identity and sustainable packaging for a local farm engaged in the cultivation and sale of haskap berries. The aim of the thesis was to create a recognizable and effective visual identity and to develop functional packaging that ensures adequate product protection while following the principles of sustainable design. The thesis was based on a review of literature in the fields of corporate visual identity, packaging, and sustainable materials, as well as on an analysis of existing solutions. In the experimental part, we designed a logo, selected a color scheme, determined the typography, and created business stationery materials. Packaging prototypes were produced from two types of cardboard, whose mechanical properties regarding moisture and water resistance were previously tested. Measurements were conducted under standard conditions and after exposure to elevated humidity. The results revealed differences between the materials; however, these differences were considered acceptable for practical use, and therefore both types of cardboard were used in the production of the packaging. The final packaging design followed the principles of sustainable design and provided adequate product protection, good ventilation, ease of use, and efficient material utilization. The developed corporate visual identity ensured a clear and effective presentation of the farm. Based on the conducted work, it was concluded that an appropriate selection of materials and thoughtful design can successfully combine functionality, visual recognition, and a sustainable approach.

• Ključne besede: corporate visual identity, sustainable packaging, sustainable design, packaging materials, haskap berries