As part of the visit, the participants presented their creative solution, marking the final phase of another edition of the Sonda program.

After almost two months of preparation and intensive workshops at the Sonda Creative Center, the participants of the Designed by People program, under the mentorship of creative directors Jelena Fiškuš and Sean Poropat, developed a proposal for a new visual identity for Kraš’s upcoming holiday product range, set to hit store shelves by the end of 2023.

Gea Rajić, Katarina Ričko, Majda Milevoj Klapčić, Marina Žitković, Matija Vukić, and Nika Kurti – six selected participants who made up this year’s Designed by People team – analyzed all available information about Kraš and its brands, competitors, and target audience, based on which they then developed and defined a creative concept that ultimately served as the foundation for the visual identity design.

On Friday, they presented their solution live to representatives of Kraš, and following the presentation, they took part in an organized tour of the biscuit and wafer production plant. There, they learned about Kraš’s production lines, which produce some of the most popular sweets, such as the chocolate-coated tea biscuit Domaćica, the beloved chocolate Napolitanke, and the buttery Petit Beurre cookies. The participants were able to see firsthand how their favorite products are made – from dough rolling and cutting, through baking and cooling, to quality control and packaging. They also had the opportunity to ask questions, and the entire visit was complemented with sweet tastings.

While, following positive feedback from the client, we all eagerly await the products on store shelves at the end of the year, the coming months will focus on the realization and application of the visual identity, which will be officially presented to the public before hitting the market.

Until then, Sonda will continue to develop upcoming Designed by People programs, which will continue at the Center in the coming months, allowing the local community and the wider public to join in the process of creating and developing various products. As a reminder, the workshop program is conducted in collaboration by the Sonda Association and Studio Sonda, with the goal of creating relevant products, projects, and programs that strengthen cooperation and contribute to building a better society – a society of ideas. The program is based on the belief in the high potential of creativity that exists in every individual, and all interested parties, regardless of their prior knowledge or experience, are invited to join the program and participate in designing a market-relevant product.