Moostra is a rakija brand developed for OPG Ćorić, a family-owned producer looking to introduce traditional fruit spirits to a new generation of consumers. The project included naming, visual identity, packaging design, and the creation of a flexible brand system capable of supporting future product extensions.
The goal was to reposition rakija for a younger audience without losing its connection to local heritage and craftsmanship. The brand needed to stand apart from traditional category conventions while providing a clear system for differentiating flavours and future product variants.
A key part of the project was developing the brand name. Moostra is inspired by the local word "mustra", describing a distinctive and charismatic personality. The name also references a visual pattern, creating a direct connection between the brand story and the design system that runs across the entire product range.
The identity was built around Moostra, an illustrated brand character that serves as the central element of the packaging system. Designed to be expressive, playful, and highly adaptable, the character creates a distinctive presence across the entire product range while giving the brand a recognisable personality.
A flexible illustration system and colour-coded labels were developed to differentiate flavours and support future line extensions. Vibrant gradients and contemporary graphic elements help position the brand beyond traditional category expectations, while maintaining a connection to its local roots. The result is a scalable identity system that allows new products to be introduced without losing consistency or recognisability.
