Bačelić
BRAND STRATEGY, VERBAL IDENTITY, NAMING
Commissioned by the Bruketa&Žinić&Grey agency, I have developed the brand strategy and verbal identity for the leading distributor of paints, coatings and construction materials - Bačelić, who underwent a comprehensive brand transformation to address the needs of contemporary professionals, hobbyists and perfectionists, and to strengthen its market leadership position.
Through the development of a new brand strategy and visual identity redesign, Bačelić enhanced recognition across all physical and digital touchpoints, and established clear strategic guidelines that differentiate it within the industry. The result is a brand that, through knowledge, innovation and a modular visual system, becomes synonymous with excellence and reliability in the paint and construction materials segment.
STRATEGIC FRAMEWORK - KNOWLEDGE, TECHNOLOGY & EXCELLENCE
The rebranding retained the family name Bačelić as a strong marker of continuity, trust and authenticity. Bačelić's new brand strategy is founded on a deep understanding of user needs, from professionals to enthusiasts. Analysis of market trends and consumer behavior revealed that today's customers seek more than products: they expect education, advisory support and impeccable user experience, both in physical stores and online. In this context, Bačelić positions itself as a specialized curator and mentor, not only offering the widest assortment of paints and materials, but helping users achieve excellent results through knowledge and innovation.
The brand promise is captured in the message "The joy of nurturing excellence," while the communications tagline “Profesionalci, hobisti & perfekcionisti” (in Eng. "Professionals, hobbyists & perfectionists") precisely defines the target segments. Key brand attributes—specialization, mentorship approach, progressiveness and technological orientation—have been translated into all touchpoints, making Bačelić synonymous with paint and a reliable partner in project realization.
CONSISTENCY, EDUCATION & DIGITAL TRANSFORMATION
The communications strategy focuses on building authority through educational content, personalized consultation and transparent presentation of solutions. Implementation of the phygital concept—integration of physical and digital experiences—enables users to access information, interact and purchase more easily through digital kiosks, AR applications and online platforms. Focus on socially responsible projects, a proprietary academy and loyalty programs further strengthens emotional connection with users and creates long-term loyalty.
Consistent application of visual and communications guidelines across all touchpoints, from signage, vehicles and work uniforms to digital banners and social networks, ensures coherent and recognizable brand presence, differentiating Bačelić from competitors and solidifying its market leadership position.
BRAND EXTENSION: BAČELIĆ ACADEMY & NEW PRODUCT BRAND BATCH
The strategic platform was applied to brand extensions as well. Bačelić Akademija (Bačelić Academy), as a key tool for knowledge sharing, was visually refreshed and aligned with the new identity, further emphasizing the brand's mentorship role. As part of the project, a new product brand called Batch was named and designed. The name is a clever wordplay derived from the English expression "a batch of paint" (a mixed batch of paint), while simultaneously creating a phonetic association with the Bačelić surname. This created a strong and relevant name for products bearing the quality and knowledge stamp of the parent brand.
Through comprehensive rebranding, Bačelić transformed from a materials distributor into a partner for success, solidifying its position as an indispensable destination for all who aspire to create excellence. Today, Bačelić operated as a knowledge hub, innovation center and excellence platform positioned to address contemporary market challenges.
Collaborators: Bruketa&Žinić&Grey
Photographer: Domagoj Kunić
Year: 2025