# Medicinal Alcohol Packaging The Rakijateka Distilling Company Branding Focuses on Heritage By Michael Hemsworth | Published 2016-09-23 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/distilling-company References: [packageinspiration](http://www.packageinspiration.com/rakijateka-distilling-company.html/) & [behance.net](https://www.behance.net/Jovana_Randjelovic) 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](https://www.trendhunter.com/trends/cleveland-kitchen1). The rakija distilling company is the design work of Jovana Randjelovic who created the [brand, branding and packaging designs](https://www.trendhunter.com/trends/bottle-and-packaging-redesign) for a master's degree project. The final result helps to highlight [traditional folk beliefs](https://www.trendhunter.com/trends/bathtub-gin-x-tart-london-limited-edition) in Serbia and infuse a touch of humor into them. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 66% | Activity: 64% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Heritage-infused Branding:** Opportunity for brands to incorporate cultural heritage into their branding, adding a unique and nostalgic touch. - **Functional Alcohol Packaging:** Potential for packaging design to emphasize the functional benefits of alcoholic beverages, such as mood-lifting and digestion aid. - **Hybrid Liquor-medicinal Product Packaging:** Innovation opportunity to create packaging that combines the aesthetics of liquor bottles and medicinal products, appealing to both traditional and modern consumers. ### Industries Being Reshaped - **Alcoholic Beverage Industry:** The alcoholic beverage industry can explore branding and packaging innovations to enhance product differentiation and consumer appeal. - **Packaging Design Industry:** The packaging design industry can leverage the trend of functional and heritage-infused branding to create innovative and visually striking designs. - **Health and Wellness Industry:** Opportunity for the health and wellness industry to explore the potential benefits of traditional remedies, such as rakija, and incorporate them into their product offerings. ## Related on Trend Hunter - [Alcohol Brand Rebrands](https://www.trendhunter.com/trends/edinburgh-gin-redesign.md) - [Creative Collectible Spirits Bottles](https://www.trendhunter.com/trends/collectible-spirits-bottle.md) - [Heritage-Inspired Sophisticated Whisky Packaging](https://www.trendhunter.com/trends/sophisticated-whisky-packaging.md) - [Rum-Based Cream Liqueur Packaging](https://www.trendhunter.com/trends/rumbased-cream-liqueur.md) - [Artistic Amaro Branding](https://www.trendhunter.com/trends/see-the-elephant-amaro.md) - [Vibrant Non-Alcoholic Wine Labels](https://www.trendhunter.com/trends/kally-wines.md) - [Elegant Rum Packaging Designs](https://www.trendhunter.com/trends/zacapa-rum.md) - [Conceptual Craft Beer Bottles](https://www.trendhunter.com/trends/sour-glass.md) - [Modernized Loganberry Vodka Packaging](https://www.trendhunter.com/trends/loganberry-vodka.md)