Introduction

Do Jaja is a family-owned brand of traditional Serbian liquor, known as rakija.
Rakija, a type of fruit brandy, originates from the Balkans and is Serbia's national drink. It has been a part of the region's culture since the 14th century and became deeply embedded in Serbian traditions by the 19th century. Rakija is enjoyed during celebrations, social gatherings, and even religious rituals.
The most popular flavor is plum, as Serbia is abundant in plum trees. Other varieties include apricot, quince, grape, honey, and walnut.

In this project, my goal was to honor the rich tradition of rakija in Serbian culture, while blending it with an elegant, modern design that conveys both familiarity and a sense of quality and style.
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Packaging

For the bottle design, I chose a sleek, slender shape reminiscent of a wine bottle to lend a sense of elegance to the rakija. The packaging - a refined cylindrical box - enhances its appeal, making it an ideal gift for both formal and informal occasions.
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Typography

Incorporating the Serbian Cyrillic alphabet is a deliberate choice to honor its profound cultural and historical significance for the Serbian people. With origins tracing back to the medieval era, this script was first rooted in religious manuscripts and has since woven itself into the fabric of Serbian identity, influencing the nation’s culture, history, and spiritual traditions. Today, Serbian Cyrillic endures as one of the country’s two official national alphabets, embodying a timeless connection to heritage and a proud symbol of resilience and cultural pride. Through this design, I aim to celebrate and preserve this invaluable link to Serbia's storied past.
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Coloring

The choice of a deep, dark blue background accented with gold details creates a sophisticated aesthetic. Dark blue conveys depth, elegance, drawing the eye in a calming yet powerful way. The golden accents provide a refined contrast, adding warmth and a luxurious touch that elevates the overall look.
Together, this combination strikes a balance between modernity and tradition, making it visually striking while reinforcing a sense of quality and exclusivity. This palette is ideal for capturing attention while subtly conveying prestige and class.