The objective was to create packaging that celebrates the heritage of one of Bulgaria's most iconic traditional dishes while appealing to a modern retail audience. The design combines rich illustrations, bold typography and authentic cultural elements to communicate both quality and tradition.

The project was developed as a cohesive three-product range, consisting of minced meat, spinach and cheese varieties. While each product shares the same visual identity, distinctive colour palettes were introduced to differentiate the flavours at a glance. Deep burgundy represents the richness of the minced meat filling, green reflects the freshness of spinach, and blue highlights the classic cheese variety. This colour-coding creates clear product distinction while maintaining strong consistency across the entire range.

A warm palette of earthy tones, together with the illustrated Bulgarian woman, national flag and folk-inspired decorative patterns, reinforces the product's cultural heritage. Large product photography and bold Cyrillic typography establish a strong visual hierarchy, ensuring excellent shelf visibility while preserving an authentic handcrafted character. The result is a packaging system that feels unified as a family of products while allowing each flavour to retain its own identity.