Under the brand On foot, Ruta leads travelers through carefully curated itineraries across the mountainous and coastal regions of Croatia – far from tourist clichés, and straight into hidden local stories and unspoiled nature, using walking as the main mode of transport.

The verbal and visual identity were developed from a shared concept: travel as a personal and physical experience. The name Ruta (meaning “route” in Croatian) also evokes rue, a herb associated with healing. This duality, rational and emotional, forms the foundation of the brand's verbal identity. The slogan Peak experience communicates a deeper meaning of travel, moments of fulfillment, connection with nature, and presence in the now.

The visual identity seamlessly supports this idea: it is modularly designed to reflect the variety of tours the agency offers. Movement is the central value, highlighted in every visual element. The logo is based on an illustrated path line, and at the heart of the system is the tireless mascot in the shape of the letter “R”, always moving, always ascending.

The visual gradation of hiking difficulty is represented through herbs, from Chamomile to Rue to Edelweiss, further connecting the identity with the walking experience. The identity is enriched with stickers and outdoor-themed symbols, while brand recognition is strengthened through diverse promotional materials, including the rakija label Ljuta Ruta.