Brand mark and logotype redesign
Designed for Bruketa&Žinić&Grey
2024
Designed for Bruketa&Žinić&Grey
2024
Podravka d.d.
Bruketa&Žinić&Grey brought me on board to help them redesign one of Central and Eastern Europe’s most recognizable heritage marks — the iconic Podravka logo.
With a vast food portfolio distributed across thousands of retail shelves in the region and globally, Podravka’s visual identity carries immense equity. The core objective was not a departure, but a rigorous evolution: refining the typography and symbol for maximum legibility, shelf standout, and packaging versatility across diverse materials and printing techniques, while seamlessly translating into a coherent corporate identity system.
The Problem
Podravka is one of the region’s premier food and pharmaceutical brands, backed by decades of rich heritage and household-level brand recognition. The core challenge was modernizing a deeply rooted legacy identity that needed to perform effortlessly across modern digital channels, while reliably scaling across hundreds of diverse FMCG packaging formats, print substrates, and production methods. The old logotype – enclosed in a rigid heraldic shield and heavy label container – while beautiful, created visual clutter and technical hurdles across varied packaging sizes and print techniques.
Below is a snapshot of the process which allowed us to see how much of the old logo we could keep.
The solution
Decoupling symbol and wordmark: The red heart was extracted from its enclosed position around the text. No longer housing the typography within its contour, it now stands as an independent, dynamic brand mark alongside the company name.
Modernized typography: A cleaner typeface was introduced for enhanced optical balance, shelf visibility and legibility across global retail markets and digital channels alike. It was latermade into a bespoke font by typographer Marko Hrastovec.
Brand architecture & differentiation: The new identity establishes a clear distinction between the corporate umbrella (Podravka Grupa) and the consumer-facing food portfolio.
Credits
Creative Director: Davor Bruketa
Art Director: Igor Manasteriotti
Typographer: Marko Hrastovec
Account Director: Maša Ivanov
Art Director: Igor Manasteriotti
Typographer: Marko Hrastovec
Account Director: Maša Ivanov
For a full case study and credits visit
Bruketa& website:
Bruketa& website:
