WED 6–9PM
THU–FRI 2–9PM
SAT–SUN 11AM–9PM
*garden 2AM
TUE 6–9PM
WED–FRI 2–9PM
SAT–SUN 11AM–9PM
*garden 12PM
*Studio Orson Welles
Studio Orson Welles
Jadran film
Studio Orson Welles
Ul. Rudolfa Kolaka 12
10000 Zagreb
TUE 6–9PM
WED–FRI 2–9PM
SAT–SUN 11AM–9PM
*garden 12PM
WED 6–9PM
THU–FRI 2–9PM
SAT–SUN 11AM–9PM
*garden 2AM
Belupo’s rebranding marks a new era for the well-established pharmaceutical company founded in 1971 in Koprivnica.
The project includes a comprehensive redesign of its corporate identity, strategically repositioning the brand with the patient at the center of all communication and operations.
The new identity balances expertise with empathy, using a clear visual and verbal system to build trust with healthcare stakeholders. The logo features the Podravka Sans font, chosen for its calming and reliable aesthetic.The central icon—a stylized heart—serves a dual role, referencing both care and the form of an open capsule, one of Belupo’s key pharmaceutical products. This design unites tradition and innovation in a human, distinctive visual language.
Defined through the brand archetypes of the Sage and the Caregiver, and unified by the slogan “Zdravo budi” (“Be well”), the identity expresses knowledge, safety, and warmth. Developed through strategic workshops and research, the rebrand establishes Belupo not just as a pharmaceutical provider but as a trusted ally in the healing process.
Bruketa&Žinić&Grey is a full-service creative agency specializing in design, branding, and advertising with nearly three decades of innovation. Founded in 1995 and headquartered in Zagreb, the agency has been part of the global WPP network since 2017.
It has received numerous international awards including Cannes Lions, D&AD, Clio, ADC New York, ADC Europe, Red Dot, Epica, Effie, and London International Awards. Prior to joining the Grey Group, it was named International Small Agency of the Year by Advertising Age, and listed among the world’s top independent agencies by Campaign magazine.
Their work has been featured in The New York Times, The Washington Post, The Independent, Forbes, Dezeen, and more. The agency’s creatives have served on global juries and exhibited works at events such as the Venice Biennale and Red Dot Museums in Singapore and Essen. Their book Nada is part of the AIGA collection at Columbia and Yale Universities.
