*Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.
The cookie market in Croatia lacked strong imaginative and differentiated products.
The brand platform led to creating the name, slogan and the visual identity narrating a retro yet contemporary, and sexy yet motherly image.
The name “Mamini” means “Mother’s” in Croatian and the slogan “Bolji nego bakini” means “Better than grandma’s”. The packaging projects an image of an urban, attractive and sophisticated mother challenging the perception of cookies made by fragile looking old grandmas.
The client only implemented Brandoctor’s visual identity of 140 grams cookie box and carried out all the other applications on his own.
Senior Brand Consultant: Anja Bauer Minkara
Brand Consultant: Petra Despot
Naming Consultant: Maja Benčić
Copywriter: Maja Benčić, Ivan Čadež
Creative Directors: Davor Bruketa, Nikola Žinić
Art Director: Igor Manasteriotti
Designer: Igor Manasteriotti, Mia Marić
Implementation: Jelena Mezga
Photographer: Igor Manasteriotti