The geothermal sports and recreation park Wellovar, set to open in Bjelovar in 2026, marks the beginning of a new era for regenerative tourism in Croatia. Behind the name, brand strategy, slogan, and visual identity stands the agency Komunikacijski laboratorij, which approached this ambitious project with passion, professionalism, and a deep understanding of the local and societal values the complex represents.
Before developing creative solutions, the agency conducted extensive market and audience perception research. Based on these insights, a brand strategy was created that positions Wellovar as an authentic, recognizable, and sustainable destination for rest, relaxation, and wellbeing – a place that delivers added value to both visitors and the local community.
A name that carries the identity of the place
The name Wellovar was chosen for its local relevance, etymological depth, and contemporary sound. It merges history and the future, derived from one of the oldest recorded names for Bjelovar, found in military maps dating back to the 17th century. The prefix “Well” suggests both wellness and wellbeing, as well as the English word “well” (a natural source), while the suffix “-ovar” evokes the natural landscape and marl soil specific to the region. This reinforces the authenticity of the location and the potential of geothermal sources as a natural asset driving sustainable development.
The slogan “The Source of Good Energy” carries a double meaning: it refers both to the physical source of geothermal water and to a call for the regeneration of body, mind, and community. This layered messaging communicates the park’s core values – sustainability, health, athletic renewal, and social connection – all embodied by Wellovar.
A bridge between tradition and the future
Special attention was given to the creation of the visual identity, which combines elements of Bjelovar’s Art Nouveau heritage with a modern, organic design approach. The typography is inspired by historical signage and artisan motifs, while fluid lines and nature-inspired shapes form a distinctive and contemporary identity that clearly communicates the brand’s essence.
“Wellovar is not just a new tourist complex – it’s a project with broad social and regenerative significance. Our role was to give that idea shape, emotion, and distinctiveness. Strategically and creatively, we followed principles of deep respect for the local context, thoughtful appeal to the modern consumer, and a sense of responsibility toward the community that will bring this project to life”, says Manuela Šola, owner and managing director of Komunikacijski laboratorij.
The Wellovar project is focused on regenerative tourism, inclusion of local producers, development of sports and wellness infrastructure, and creating a positive impact on society and the environment.
