Brand Extension
Country Base: Croatia
Industry/Sector/Keywords: Cosmetics, Toiletries, Beauty, Personal Care, Women, Strength, Resilience, Character

Below: Before and After Images in Slide Show, Videos, Summary, Credits

Industry Setting

Marija Butković is a makeup artist with over 20 years of experience and the leading expert for permanent eyebrow shaping. She has launched a new line of cosmetics called Marra into the saturated cosmetics marketplace.


Marra had to penetrate the saturated marketplace and only truthful and powerful messaging could echo in the minds of consumers. Marra has fierce competition, so a strong and memorable brand that evokes strong emotions in women was needed.


The brand strategy was inspired by the personality and character of Marija Butković, along with all the strong women – her customers and their personal stories, views on life, beauty and strength of character. Marra represents the beauty philosophy that celebrates strong personalities and uniqueness of every woman, resilience of character and perseverance through life’s challenges.

Real women were interviewed in short movies, each expressing what’s special and unique about themselves. Some of the women have skin conditions, some have insecurities, but all of them have that unique special something that we wanted to celebrate. The verbal identity was signed by the new slogan “She’s Got That Special Something.” The visual identity is the monogram of the letter M, which is based on two mirrored letters R. RR is the strongest part of the name and symbolizes the inner strength of a woman.


The first collection was sold out in just ten days. Marra’s existing clients were full of praise for the products, and the overall number of new clients increased. Marra cosmetics entered 90 Drogerie Markt stores, the nation’s largest drugstore chain. The future plans include opening of the international makeup academy and launching four new products in the next year. Our biggest point of pride is that we inspired women to celebrate each other’s strengths and beauty of character.


Client: Marra Cosmetics –
Brand Owner, Marra Cosmetics: Marija Butković

Brand Strategists: Fabular –

Brand Strategy & Creative Director, Copywriter: Anja Bauer Minkara
Senior Brand Consultant: Petra Despot Domljanović
Brand Consultant: Stipan Rimac
Brand Implementor: Jelena Mezga
Video production: Deni Husta
Photography: Šime Eškinja
Make-up: Marija Butković

Design: Manasteriotti DS –
Art Director, Designer, Photography: Igor Manasteriotti