Brand identity design is the process of outlining and creating an effective look for a product or service. This identity incorporates the visual qualities used to represent a brand, which is paired with the verbal component - the name. The central part of visual identity is the logo design, including corporate colors and typography that are used as a framework to ensure a distinctive visual concept for the brand. The purpose of this visual identity is to draw the attention of consumers and initiate visual identification. The second phase in the construction of a brand is the creation of verbal identity, which includes the brand name and slogan. In our case, the search for the name took us in several directions. The client insisted on a personal note that would facilitate the recognition of the product on the shelf, and did not want to fall into the trap of generic names. The name of the company founder – Nikola - was the eventual inspiration and we added an international dimension alongside a slogan, which clearly links the name with a guarantee of product quality. The basic requirement for the visual design was to develop a brand identity system that ensures consistency through the range of different competing product categories. The challenge was to retain the same distinctive styling throughout the complete range of product groups. The contrast on the label - a photo of the product, the name in prominent gold details and slogan - provides a more sophisticated note, and the retro-concept forms a harmonious integrity which is easily applicable to the different materials and packaging forms.