Re-imagined Identity And Packaging Design Of Herbária By Eszti Varga

Herbária, established in 1949, collects, produces, processes and trades medicinal plants and manufactures herbal tea. With more than five decades of experience gathered in the field of herb collection and processing, the name Herbária is strongly connected to the idea of excellent quality medicinal plants in Hungary. So when graphic designer Eszti Verga re-designed the identity for the brand, she had to make sure that legacy and reputation wouldn’t be lost.

Some elements of the original logo were kept in the redesign, as the capital letter H and the small plant motive. As for the style, the logo has an elegant simplicity to it, fitting perfectly with the illustrative label designs. The three colors of the palette all represent natural colors – silver, beige, and a bit more intense red, adding character and spirit to the concept. The logo variations appear on the business cards according to these colors, together with hand-drawn botanical line-illustrations.

Part of the re-design concept was to add new labels for a pack of tinctures, made of mint, anise and sage herb flavors. The labels were created with a calligraphy brush-pen, resulting in unique script typography. Also, delicious flavored waters were created out of the same three herbs, but with more contemporary sans serif type labels. The concept feels refreshingly modern while honoring tradition, playing with generous negative space with minimal typography – leaving the product itself on center stage – also winning the typography competition Hiiibrand Merit Award.