Bačelić, the leading distributor of paints, varnishes and construction materials, has carried out a comprehensive brand transformation in order to respond to the needs of contemporary professionals, hobbyists and perfectionists, and to strengthen its position as a market leader.
Through the development of a new brand strategy and redesign of the visual identity, Bačelić enhanced recognizability across all physical and digital touchpoints, ensured relevant and consistent communication, 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 paints and construction materials segment.
The rebranding retained the family surname Bačelić as a strong symbol of continuity, trust and authenticity. Two generations of the Bačelić family participated in the entire process: the father as founder and representative of the first generation, and two daughters and a son as representatives of the second generation. In this way, the project was naturally shaped as a blend of tradition and future, experience and modernity.
Strategic Framework: Knowledge, Technology and Excellence as Differentiators
The new brand strategy of Bačelić is based on a deep understanding of user needs, from professionals to enthusiasts. Analysis of market trends and consumer habits showed that today’s customers seek more than products: they expect education, advisory support and a seamless user experience, both in physical stores and online. In this context, Bačelić positions itself as a specialized selector and mentor who not only offers the widest range of paints and materials, but also uses knowledge and innovation to help users achieve excellent results.
The brand promise is captured in the message “The Satisfaction of Creating Excellence,” while the communication slogan “Professionals, Hobbyists & Perfectionists” precisely defines the target segments. The key brand attributes, specialization, mentorship, progressiveness and technological orientation, are translated into all touchpoints, making Bačelić synonymous with paints and a reliable partner in project execution.
Visual Identity: Modularity, Color and Modernity
The redesign of the visual identity was conceived to reflect the brand’s strategic values and ensure recognizability in every context. The new logo, executed in sans-serif typography with emphasized diacritical marks, symbolizes strength, modernity and authenticity. Alongside the logo, a key element of the identity is modular patterns in four levels, enabling flexible application across different formats and channels, from packaging and promotional materials to digital applications.
The color palette includes vibrant and neutral tones, carefully selected for optimal contrast and functionality across all media. The primary typeface, Gotham, further emphasizes modernity and professionalism, while the art direction of photography favors clean, desaturated visuals of tools and products in use, highlighting expertise and practical value.
Communication Guidelines: Consistency, Education and Digital Transformation
The communication strategy focuses on building authority through educational content, personalized advisory support and transparent presentation of solutions. The implementation of a phygital concept, integrating physical and digital experiences, enables users easier access to information, interaction and purchasing via digital kiosks, AR applications and online platforms. A focus on socially responsible projects, the company’s own academy and loyalty programs further strengthens emotional connection with users and creates long-term loyalty.
Consistent application of visual and communication guidelines across all touchpoints—from signage, vehicles and workwear to digital banners and social media—ensures a coherent and recognizable brand presence, differentiating Bačelić from competitors and solidifying its market leadership.
Brand Expansion: Bačelić Academy and the New Batch Brand
The strategic platform has also been applied to brand extensions. The Bačelić Academy, as a key tool for knowledge-sharing, has been visually refreshed and aligned with the new identity, further emphasizing the brand’s mentoring role.
As part of the project, a new brand named Batch was created and designed. The name is a clever play on words derived from the English expression a batch of paint, while simultaneously creating a phonetic association with the surname Bačelić. This resulted in a strong and relevant name for products carrying the stamp of quality and expertise of the parent brand.
Through the comprehensive rebranding, Bačelić has been transformed from a materials distributor into a partner for success, reinforcing its position as the go-to place for everyone who aims to create excellence.
The brand strategy and visual identity redesign project for Bačelić demonstrates how the synergy of strategic thinking, design innovation and consistent implementation can transform market perception and create a sustainable competitive advantage. Today, Bačelić is not only a place to buy paint – it is a center of knowledge, innovation and excellence, ready to respond to the challenges of the modern market.
BŽG
Creative Director: Nikola Žinić
Client Service Director: Maša Ivanov
Account Director: Valentina Bugarin
Senior Copywriter: Lara Žućko
Senior Designer: Iva Pemper
Senior Designer: Leopoldina Jovanovski
Project Lead: Erna Golubić
Project Lead: Dino Udović
Brand Strategy: Željka Zrnić
Client Bačelić
Tea Bačelić Khouri, Board Member
Luka Bačelić, Board Member
Ivona Bačelić Bumbak, Board Member
Danko Bačelić, Director/CEO
Partner – Strategist: Željka Zrnić
