Seminar on packaging and branding

The second part of the seminar entitled \\\'Handicrafts in service branding and promotion of Serbia\\\' was held in the premises of NALED aiming to improve skills in the packaging and sale of handicrafts as powerful regional brands.

The first lecture on the packaging and marketing of traditional handicrafts was given by Zlatko Cvetkovic, a longtime associate of Ethno Network and senior artistic associate at the University of Applied Arts in Belgrade. During the lecture, Zaltko presented numerous practical examples and packaging designs that increase the value of the product bringing it closer to nowadays customers. After the lecture, participants were given the opportunity to implement new ideas and knowledge in the packaging of handicrafts with material that has been obtained for the occasion: kraft paper, raffia, buttons, wrapping paper, stamps, and more.

The next lecture began by broadcasting a movie called \\\'Handmade in America\\\' which is a success story of a local organization in North Carolina (USA). Sasa Sreckovic, as the coordinator for the cooperation and education, the Ethnographic Museum in Belgrade, spoke about handicrafts as cultural property and thus explained the essence of success shown in the film - after the collapse of the local industry twenty years ago (which resulted in massive unemployment), the organization \\\'Handmade in America\\\' and other organizations in the sector decided to revive and promote old arts and crafts and developed a new local brand - artisanal product. The entire local economy shortly thereafter got on their feet because this concept of development relies on local resources that are unalienable from the local community which is the experience that is applicable in Serbia.

The final lecture was given Hristina Mikic, executive director of the Group for creative economy that is dedicated to the promotion of creative industries and local brands, which are based on the creative potential of Serbia. In her speech, Hristina emphasize