Journal

ST.77 is an independent design studio in Maribor, Slovenia, working on brand identities, packaging and interiors for hospitality, gastronomy and lifestyle. This journal records the decisions behind that work — which material was chosen and why, what a label has to survive on a shelf, how a room and a bottle end up speaking the same language.

Most studios publish finished images. The useful part is usually everything before that: the constraint that killed the first idea, the print process the budget allowed, the reason a winery’s third-generation label could not simply be redrawn. Those are the notes collected here.

What this journal covers

Packaging & labels

Wine labels, olive oil packaging, spirits and food. Paper stocks, embossing and letterpress, varnish and foil, how a label behaves in an ice bucket, what a printer actually needs from a designer, and where packaging budgets go.

Brand identity

What a full identity contains beyond a logo, how long a rebrand takes, how a family producer changes its face without losing the customers who recognise it, and how identity, packaging and space stay one system rather than three.

Hospitality & interiors

Restaurants, boutique hotels and estates. Material palettes, lighting, how a guest room reads in photographs versus in person, and how to brief a designer when the building is already there.

Working with a studio

Practical ground: what to prepare before a first meeting, how projects are scoped and priced, what a realistic timeline looks like, and which decisions the client has to make rather than the designer.

The studio

ST.77 works across three linked disciplines rather than one. A project usually arrives as a whole — identity, label, packaging structure and the space the product is served in — and is delivered the same way. Recent work includes packaging and visual identity for the Istrian olive oil producer Gregor Lisjak, the sparkling wine label for Ščurek in Goriška Brda, gift packaging for Tomaž Kavčič at Dvorec Zemono, the Angelus mineral water bottle, and the restaurant interior under the vaults at Zlata ladjica in Ljubljana.

The full portfolio is on the projects page, and the studio profile on info. Enquiries: ana@st77.si.