At the center of the project stands a unique variety developed by Hektar and officially named Idicel F1. This same eggplant variety is used in the production of Răzvan’s artisanal products, creating a rare and authentic link between seed breeding, cultivation, and food production.

Our role was to translate this story into a packaging system capable of expressing both scientific credibility and artisanal authenticity. Moving away from conventional agricultural packaging, we developed a visual language inspired by handcrafted food products, local markets, and contemporary specialty brands.

The design combines natural kraft materials, illustrated vegetables, minimal typography, and a curated visual hierarchy to emphasize origin, transparency, and craftsmanship. Rather than focusing solely on product attributes, the packaging communicates a complete ecosystem where genetics, cultivation, and gastronomy become part of the same narrative.

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Team members:

Strategy: Attila Kelemen

Art Director: Zsolt Kolcsár

Illustrations: Johanna Ary

Photography: Márk Erik Torkos