We created a brand strategy, slogan, visual identity, and brand video for the island of Hvar. The island of Hvar is one of the most beautiful islands in the Adriatic and the only island in the world with six sites and intangible items included in the UNESCO World Heritage lists.
Our task was to unify Hvar’s towns and municipalities with one brand positioning and brand story for the whole island – to find a relevant emotion unique from ancient times to the present day.
In a series of amazing stories, we recognized “light” as a motif that is omnipresent on Hvar and that has always attracted people to this island seeking inspiration, beauty and pleasure. On Hvar, the light is more powerful, more intense, richer than elsewhere. Our new slogan “Discover, Follow and Be the Light” and the new brand story call for its discovery.
The light is in the lantern we use to hunt for sardines. It is in the tower Tor, which guards the island. It is in the sun that nourishes the agave from which the Benedictine sisters have been making lace for hundreds of years. The light illuminates a Roman mosaic showing kantharos that bears witness to the light of the spirit. And the greatest light is the one that spiritually nourishes the islanders in the Following the Cross procession. The 16th century Hvar poet said “nothing is hidden” and it’s true light is everywhere here as Hvar is the sunniest island in the Adriatic.
On Hvar you are invited to discover your brighter side, fill yourself with cheerfulness, joy and optimism. Rest, feed the soul and take light with you – there is enough for everyone.
The inspiration for the logo was agave lace, from UNESCO’s list of intangible cultural heritage. The logo metaphorically unites two elements – the agave lace and the sun.
A day after the launch, Hvar’s brand video had 28k views. The new brand story evoked a strong sense of pride among Hvar’s inhabitants. This was the first time the island was presented as a unified destination, uniting all places under one motif – the light.
- Agency/Creative: Fabular
- Article Title: Fabular’s Branding of the Island of Hvar
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Croatia
- Agency/Creative City: Zagreb
- Market Region: Europe
- Project Deliverables: Brand Design, Brand Experience, Brand Identity, Brand Strategy
- Industry: Public Utility
- Keywords: destination branding
Brand Strategy & Creative Director, Copywriter: Anja Bauer
Senior Brand Consultant: Petra Despot Domljanovic
Brand Consultant, Copywriter: Maja Djakovic
Brand Consultant: Stipan Rimac
Senior Brand Implementor: Jelena Mezga
Art Director, Designer, Illustrator: Maja Bagic Baric
Translation, Proofreading: Cody McClain Brown
Photography: Sasa Cetkovic
Video production: Kabinet