Plivit is a food producer and distributor with their roots in the Balkan area, targeting the curious and conscious food-traveller. BAS’ assignment covered brand strategy, product and range strategy, graphic identity and packaging design. One of the main objectives was to move the products from the ethno shelves to the main category shelves of our most well known food retailers. The aim was to attract a new target group of curious and food-loving people, those who are inspired by new flavours and recipes and appreciate authentic food culture. The design concept is based on a modern, crafted and bold expression, balancing the proud heritage of Balkan culture and love for good food with Scandinavian simplicity.