Component Rebrand
Country Base: Croatia
Industry/Sector/Keywords: Agriculture, Gardening, Food, Nutrition, Tomatoes, Farming, Produce, Bumble Bee

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

Industry Setting

There are plenty of tomato producers claiming healthy benefits. The regional tomato producer known as Zarja, recognized for its black packaging, targeted buyers who wanted a healthy, truthful and different story.


The key goal of our rebranding strategy was to create a unique brand philosophy that would inspire and naturally show the benefits of hydroponic cultivation methods in relation to traditional methods. It was also important to further strengthen the brand by associating it with premium quality and distinctly tasty tomatoes.


Rajska was named this way because the word tomato in Croatian is derived from the word paradise – “raj” and translated from the German word “Paradiesapfel,” which literally means “apple of paradise.” Additionally, these heavenly tomatoes originate around the town Sveta Nedelja, a name that has heavenly connotations in Croatian as it contains both the words for saint and Sunday. The scent of tomatoes inspired us to create the slogan: ” Scent of summer, taste of paradise.”

“The tomatoes grow up in paradise, they are so lovable and joyful they remind us of good, patient mothers. They come from Sveta Nedelja, where people together with nature have created a miracle.” The concept of Rajska’s visual identity is based on the insights derived from the brand strategy and intertwines elements from the traditional folk costumes in Sveta Nedelja with bumblebee and tomato motifs.


Brand awareness and insistence increased. Customers wanted the new brand because of its natural associations and looked for the brand in stores until they found it. The brand’s social media showed people’s appreciation of the new brand name and visual identity and many understood the brand immediately. The media reported on the rebranding as it proved to be relevant to the customers, teaching them about the cultivation methods and resulting health benefits.


Client: Rajska –

Director: Zvonimir Belić
Brand Manager: Matea Dobrilović

Brand Strategists/Designers: Fabular –

Brand Strategy & Creative Director, Naming Consultant, Copywriter: Anja Bauer Minkara
Senior Brand Consultant: Petra Despot Domljanović
Brand Consultant, Copywriter: Stipan Rimac
Art Director: Siniša Sudar
Art Director, Designer: Nikola Vukalović
Designer, Illustrator: Grgo Petrov
Photographer: Maja Danica Pečanić
Brand Implementor: Jelena Mezga