Task: to develop a printed material that would present briefly the touristic offer of Moldova – a small European country hardly known.
Invest Moldova Agency gave us a tone of information, and, very appreciated and rare, a lot of freedom.
Must: use elements of the country brand ”The tree of life”.
We had a lot of information to dive into, archives, images. What exactly would we say to a person that has never been here? What should we show them, to catch their eye? How should we wake up their curiosity?
Choosing the tone of voice for the copywriting was also a challenge. How should we talk to them? More personally or more encyclopedically?
Moldova is unexpected, raw, crafted, dusty, juicy, joyful… and unknown.
Definitely, we wanted crafted paper for covers and offset paper for the inside. You have to feel warm when you touch it.
Moldova is not coated at all.
The colours, derived from ”The tree of life” brand, got smooth on the soft textured paper.