Maraska d.d. is a Croatian company which produces a wide assortment of non-alcoholic soft drinks along a traditional range of alcoholic beverages. Its longstanding tradition of production and the quality of its work resulted in making Maraska one of today’s leading manufacturers of alcoholic and non-alcoholic beverages on the domestic market. Our client attaches great importance to innovation within the product range and communication with consumers. Guided by these principles, earlier this year the company’s management decided to redesign the fruit syrup packaging in order to better communicate the benefits of its products through a new design and modern appearance. Our pride at winning the bidder's tender was soon translated into firm resolve and action. Although there were no doubts about the competitiveness of the client’s product, the challenge was to keep the tradition and its iconic status, but to give it a more modern and contemporary feel at the same time. The new packaging, as a medium of communication, needed to convey a clear message about the quality and tradition of the product. Brand positioning was guided by the long-term tradition of focusing on the uniqueness of the product which should enthuse and refresh the customers. In developing the concept we focused on the environmental benefits of the product, and the new packaging design promoted the brand idea in a bright and unique way. Guided by the principle of “less is more,” our work has resulted in a design that communicates both the uniqueness and freshness of the product, thus positioning the brand at the very top.