The branding aesthetic of the Rakijateka distilling company looks to combine the high-quality nature of the brandy and the locational uses of it from its native Serbia. The fruit brandies are called rakija in Serbian and are utilized in the country as a traditional cure for a variety of purposes including lifting one's mood and even aiding digestion. The Rakijateka product branding plays on this notion by having the packaging look almost like a hybrid between a liquor bottle and a medicinal product.
The rakija distilling company is the design work of Jovana Randjelovic who created the brand, branding and packaging designs for a master's degree project. The final result helps to highlight traditional folk beliefs in Serbia and infuse a touch of humor into them.