"Imalo Edno Vreme" brand identity, packaging design, store branding and communications materials.

"Imalo Edno Vreme..." {lit.trans.: Once Upon a Time} is a brand name for Krina. The name sounds like the beginning of a fairy tale, with a note of nostalgia for the golden years of Bulgarian agriculture. Against the backdrop of the massive import of staple foods from abroad, along with the destroyed Bulgarian agriculture, the company's creators dream of helping revive it and offer Bulgarian beans, lentils and rice. The series is limited to the exhaustion of the annual harvest.


Brand Alchemy: Our brand concept gets inspiration from archetypal Bulgarian folk tales. It is honoured with the great Bulgarian illustrator Alexander Denkov and his emblematic illustrations of "Bulgarian Folk Tales" by Angel Karaliychev, ed. 1975. The packaging design speaks to the connoisseurs of Bulgarian products and creates this dreamy sense of value.

What we did: brand identity, packaging design, graphic system, branding for stores.