Fabular branding


Project Client: Creo Lab Group
YEAR: 2021

In a challenging pandemic year, four friends decided to start producing natural scented candles made from soy wax. The client’s vision was to create a beautiful, elegant and sustainable collection for the home. Insight was that the scent of nature is felt by all the senses. This is the backbone of the new brand story. Based on the brand strategy, the brand name was created  — URONI (meaning “to dive in” in Croatian)  — which invites the consumers to immerse themselves in a sense of relaxation, in the smell of the forest, the energetic wave, and pure white cotton. The slogan of the brand “Scent You Can Feel” communicates that this fragrance is felt by your whole being. The name of each candle is inspired by its ingredients and the feeling it awakens in us. Art director Maja Bagić Barić created an elegant, minimalist logo inspired by the rounded wax shapes and elongated letters that look as if they’ve been “immersed”. Illustrated symbols and pastel colors relate to the scents and names of candles and inspired by elements from pristine Croatian nature that awaken all our senses. The unique product design was created by the art director Goga Golik, who found inspiration in the letter “U” for the shape of the terracotta pot. In order to symbolically represent the experience of immersing into the scent of each candle, each pot receives a recessed groove created by immersing another pot into it. The product design is sustainable and can be reused again as a decorative flower pot.

Fabular agency is specialized in the fields of brand strategy, communication strategy, brand naming, visual identity and brand implementation. Fabular agency is led by Anja Bauer, one of the branding pioneers in the region. Fabular creates brands that stick in the consumers’ minds. A brand is not a brand unless it narrates a unique story that involves the consumer on a personal level. Without this it is just another product that lacks the compelling idea. Without branding, products are lifeless entities lacking a soul.

Brand Strategy & Creative Director: Anja Bauer
Senior Brand Consultant: Petra Despot Domljanović
Naming Consultant, Copywriter: Anja Bauer
Senior Brand Implementor: Jelena Mezga
Art Director, Designer: Maja Bagić Barić
Product Design: Goga Golik
Photography: Marija Laća

Akademija likovnih umjetnosti

Ilica 85, Zagreb
6.9. UTO
7.9. SRI
8.9. ČET
9.9. PET
10.9. SUB
11.9. NED
17:00 - 21:00
15:00 - 21:00
15:00 - 21:00
15:00 - 21:00
11:00 - 21:00
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