Heritage Pelinkovac — Branding & Visual Identity
We shaped Heritage Pelinkovac into a distinctive premium brand, translating Maraska's rich distilling heritage into a contemporary market proposition. From strategic positioning and brand storytelling to visual identity and packaging, we brought together the finest Maraska blends, centuries-old expertise and the legacy of Romano Vlahov to create a challenger brand with the ambition to elevate the entire pelinkovac category. The result is a distinctive expression of Mediterranean heritage, earning Bronze at IdejaX 2026 (Best Packaging – Large Batch) and securing a place in the Zagreb Design Week exhibition.
ServicesBranding, strategy, storytelling, visual identity, logo design, packaging, brand assets, Product design and Brand collateral.
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Heritage Pelinkovac — Branding & Visual Identity
How we transformed Maraska's legacy into a premium challenger brand
The Client & The Challenge
Honouring the past while making room for something new.
With a history deeply rooted in Zadar's liqueur-making tradition, Maraska has long been a symbol of Croatia's rich distilling heritage. In an increasingly competitive herbal liqueur category, the challenge was to introduce a new premium Maraska brand that could honour this legacy while bringing a fresh perspective and innovation to a category ready for upgrade, while also celebrating the Mediterranean culture of pleasure.
Our task was to create a distinctive brand with a story worth telling that could capture the attention of discerning consumers (B2C) seeking distinctive premium experiences, while also appealing to bartenders (B2B) looking for authentic, unconventional ingredients to push their craft further.
The Creative Approach
A new recipe for success, with heritage as its secret ingredient.
We found our inspiration in Romano Vlahov, one of the pioneering figures of Croatian liqueur-making. A visionary distiller whose work helped put Zadar on the map as a European liqueur capital, Vlahov became the starting point for a brand built around the idea of bringing the best of Maraska's heritage into a contemporary premium experience.
We translated this complexity into a brand identity that balances elegance, strength and heritage. Drawing on Art Deco aesthetics, historical references and botanical motifs, we created a visual world that feels both timeless and distinctive. A portrait of Vlahov, framed by a wreath, subtle historical details and a rich combination of colours and textures bring the brand's origins to life without overwhelming its contemporary character.
The positioning, Pelinkovac above all others, gave the brand a confident voice and a clear ambition: not simply to enter the category, but to challenge its conventions and set a new benchmark for premium pelinkovac.
The Result
An old tradition, interpreted with a new ambition.
Heritage Pelinkovac marks an important step in Maraska's renewed direction and a new addition to its portfolio. By combining an authentic Croatian story, a distinctive flavour profile and a carefully crafted brand experience, it added value to the entire pelinkovac category, reinforcing its premium potential and strengthening the positioning of Croatian spirits as products with a story, quality and identity worth recognising.
The project also received industry recognition, winning Bronze at IdejaX for Best Packaging – Large Batch and was selected for exhibition at Zagreb Design Week. A contemporary expression of Croatian distilling heritage, Heritage Pelinkovac demonstrates how a strong brand proposition can elevate not only an individual product, but also the category it belongs to.
