The special offering—Heineken Karlovacko Lemon Natural Radler—was to be the first radler on the market made using local lemons from the Croatian island of Vis.
With the packaging and marketing piece, Heineken wanted to evoke the naturalness and origin of the ingredients, which would be sourced from the furthest inhabited island off the Croatian mainland. “Thanks to its mild climate, Vis is known for its plantations of palms, oranges, and lemons, oleanders and aloes, Indian figs, and other subtropical plants,” explains Bruketa&Zinic Art Director Tanja Pruzek Simpovic.
Label graphics for the beer bottle were Inspired by nature and the local culture of Vis. “The label has the look and feel of recycled paper,” says Pruzek Simpovic. “All of the elements are in a neutral dark brown color, except the lemons, which are in full color to emphasize them more. For an even more ‘crafty’ look, we added retro typography and illustrations that tell the story of Vis, such as a fishing boat, a lighthouse, and lemons.”
