As part of the innovative Designed by People program, Radenska offered its customers the chance to become part of its creative team and learn about the processes of design, communication, and branding. In collaboration with the creative center Sonda, a team was selected in spring to work and develop under expert guidance, culminating in a final product – the creative concept for Radenska’s winter look, now available on store shelves.
No Prior Knowledge Required, Just an Openness to Learn
No prior knowledge was needed to apply; what mattered most was openness to learning and engaging with creative processes. This was key in selecting six candidates: Nataša Kozlica, Danko Lazić, Ivona Vilušić, Brigita Kukovec, Janja Junež, and Ivana Kalc. Since March, they explored and developed their potential through hands-on workshops.
“I wanted to try something new, and this project seemed like a great opportunity! I thought, why not meet people who share similar interests? I was drawn to the creative atmosphere, as it’s always good to broaden your horizons,” said 27-year-old Ivona Vilušić from Poreč, who works in banking. She believes that great things come from small, inspiring moments.
A Fast and Mutual Learning Process
The participants became thoroughly familiar with the various processes that contribute to creating a commercially successful product.
“I learned how important preparation and idea development are, as well as the ‘homework’ before every step of material creation. I had the opportunity to gain not only agency knowledge and experience but also the mindset required for shaping ideas,” said Danko Lazić, a 36-year-old craftsman from Umag.
The creative approach of Radenska’s diverse user group, supported by expert mentors, even exceeded the company’s expectations.
“The project was perfect for us because Radenska is driven by social responsibility, listening to customers, and a desire for constant innovation. We were delighted to watch how our bubble enthusiasts explored the production, creative, and business processes that bring nature’s water treasures carefully into consumers’ homes. It was an enriching experience – not only for this creative team but for all of us,” said Egle Wehle, Radenska’s Marketing Director, impressed by the team’s dedication and creativity.
From User Experience to a Concrete Solution Reflecting Brand Essence
Many creatives were drawn to participate by Radenska’s iconic status. Among them was 26-year-old graphic designer Janja Junež from Gorenjska.
“Radenska, one of the bigger and more established brands, has been part of my life, and I feel a connection to it. Through this project, I gained new insights, especially into managing the creative process. It was fascinating how the Sonda team guided our thoughts in the right direction, leading us to create a product I’m very proud of,” she shared.
As part of the Designed by People project, the creatives not only designed the holiday label but also developed a Christmas collection that includes socks, hats, and sweaters. These products are part of a holiday giveaway for loyal customers.
More information about the giveaway can be found at: www.trisrca.si.
Another Successful Cycle Opening New Opportunities for Creative Collaboration
The project concluded on Thursday, December 19, at the Sonda Creative Center, with representatives from Radenska, including Senior Brand Manager Ivana Fočić, Sonda team members – Creative Directors Jelena Fiškuš and Sean Poropat – and project participants. The event included a presentation of the project’s journey and results, shared impressions, acknowledgments, and gifts created during the project.
“We’re opening the door to future collaborations and inviting brands to join the next cycle, where we’ll explore new creative opportunities and demonstrate the power of involving users in the creation process,” concluded Silvija Kovačić, Director of the Sonda Association.
