CLIENT

ANAGRAF D.O.O.

BRAND

KUSSHH

TYPE

BRANDING, PACKAGING, VISUAL & VERBAL COMMUNICATION

KuSshh is a line of premium natural products in the food and cosmetics categories, made from indigenous and wild plants organically cultivated on a unique plantation nestled in the peace and beauty of the island of Krk, Croatia. Far from the hustle and bustle of city life and the concrete of their hometown, Monika Kovač and Nives Matić found their own piece of paradise on Krk, where they grow various plant species and craft high-quality natural products. The brand’s visual identity draws inspiration from its authentic story – an escape from the urban noise (BLA BLA) to the island’s quiet and serenity. This concept is further emphasized by the brand slogan: “KuSshh – Scents of Silence.” The KuSshh project encompasses the complete development of visual and verbal communication, brand naming, brand strategy, visual identity design, and packaging design.

The name KuSshh draws its inspiration from multiple sources, rooted in the unique geolocation of the plantation and enriched by local culture, language, and nature. It references the area Bok od Kuša ("Sage Hill") — a detail visually reflected in the logo element and in the stylized silhouette of the island of Krk.The name KuSshh also functions as an onomatopoeia, echoing the natural sounds of the wind and sea (ssshhhhh), key elements that shape the location. The “bura”, a strong local wind, and the nearby Adriatic Sea are both essential characteristics of the environment — and thus, of the product line itself. As such, KuSshh becomes a poetic synonym for silence. The concept of silence forms the foundation of the brand’s identity. This is visually expressed through the contrast between oversized “BLA BLA” typography — representing urban, metropolitan noise — and the calm, minimal silhouette of the island. The visual language reinforces the idea of escaping chaos and returning to nature and stillness. In addition, the name KuSshh is derived from the local term for sage (“kuš”), a wild plant that grows abundantly in this specific region. It also alludes to the Croatian slang “Kuš!”, meaning “Be quiet!” — further reinforcing the core brand message and the duality of silence as both a sound and a state of being.

The KuSshh packaging design reflects the essence of the brand story — an escape from city noise to the island’s silence. It follows the brand’s premium product strategy, which emphasizes the unique geolocation of the plantation, and establishes a strong connection between the physical production site and KuSshh’s online presence and product offerings. At the heart of every packaging design is the KuSshh logo, encircled by a graphic silhouette of the island of Krk, marked with the exact location of the plantation. Oversized typographic elements — such as “BLA BLA” or “WOOF WOOF” (for the pet product line) — symbolize the overwhelming urban noise, contrasted with the calm of the island, creating a visual dialogue between chaos and stillness. This contrast invites users to reflect on the bold choices behind the brand — the proactive and courageous decision to leave behind city life in favor of nature and self-sustainability. It aims not only to inspire but to encourage others to consider similar life-changing steps.

Such positive entrepreneurial stories are increasingly common and deserve support, especially in a world standing at a crossroads. For that reason, the packaging — and later the full spectrum of visual and verbal communication — was designed to subtly highlight and celebrate this bold lifestyle shift. The visual identity reinforces the premium character of the product through carefully selected dark background tones, which provide contrast for the vibrant accent colors, resulting in a clean, elegant, and sophisticated look across the entire KuSshh product line. To further strengthen brand positioning and emotional connection, the supporting slogan was created:“Scents of Silence.”