Milošević Rakija

We wanted to preserve the familiarity of traditional rakija while giving the identity more clarity, distinction and balance.

Rather than leaving its regional character behind, we made the estate, the ingredients and the landscapes of Gornja Jablanica the foundation of the design.

We drew from vintage botanical prints, rural engravings and the natural tones of southern Serbia. Muted olive, warm cream and restrained golden details give the identity an understated warmth.

Classic Cyrillic serif lettering carries the family name and reinforces the Serbian character of the brand. A clear hierarchy gives each detail its place, from the fruit variety to the estate's location.

We placed wild pears at the center of the visual language. Detailed leaves, branches and small fruit connect the label directly to the ingredient, with the character of a botanical engraving.

A rural landscape introduces a second layer of meaning: the place behind the product. Together, these elements tell a story of origin without overwhelming the label.

We designed two label compositions for Дивља Крушка, a wild pear rakija aged in oak barrels. One combines the botanical illustration with a regional landscape; the other gives the pear branch more space within a rounded label.

Fine borders, delicate ornament and a warm paper texture tie the designs together. Both labels are used on different bottles in the family's rakija production. We used packaging mockups to show how each design sits on the bottle and how its details read at scale.

We created a recognizable identity grounded in the estate's origins, ingredients and craftsmanship. Both label designs are now used on the family's rakija bottles, bringing the identity into everyday use while keeping the warmth of a locally made product.

Rooted in tradition. Refined through design.