This project is my graduation project at the Hungarian University of Fine Arts, which is the identity and packaging design of Herbária, that involves two types of label design and different elements of the identity.
Herbária was established in 1949 to collect, produce, process and trade medicinal plants and to manufacture herbal teas.
The head office in Budapest controls the production in the factories, coordinates the sales in Hungary and export – import activity.
The experience of more than five decades, gathered in the field of herb collection and processing makes the name Herbária strongly connected to the idea of excellent quality medicinal plants in Hungary. My special idea was adding new type of products beside teas.
First I created the logo, that is a redesign. The original logo has several elements that I used in my own idea as well, like the letter H and the little plant motive. Although in the original one I didn’t really feel like they belong together so I tried to make them fit. As for the style, I wanted to keep this logo in a very elegant and simple way. At the beginning I was going to create something illustrative, but I realized that it wouldn’t be the best option beside the label design. Basically the logo’s colour is black but it has other versions for different label designs. The three colours represent natural colours – silver/grey, beige and red, that I chose because it’s a little bit more intense and it has a special character. The logos appear on the business cards according to these colours.
The next part is a label design for a pack of tinctures made of herbs with three different flavours, these are mint, anise and sage. The labels are created with a tecnique that I really prefer, which is called calligraphy. I felt this tecnique quite close to me and I thought that it suits the topic very well. So I applied ‘brush calligraphy’ which means I drew these unique srcipts with a calligraphy brush-pen.
The following part of the project is a label design for flavoured waters with the same herbs, thus they get a very characteristic taste. Hereby you can quench your thirst and also they are delicious. Regarding the following parts of the identity, I created several illustrations about the herbs in order to decorate the business cards and card tags in different compositions. On the postcards I applied the calligraphies and also I added a short story about the certain herb, for instance from Greek mythology about mint.
photography by Márton Visontai
Designed by: Eszti Varga, Hungary.