With over 60 years’ experience there is no other holiday brand is more Croatian than Plava Laguna. To reflect this, we mined Croatia’s rich culture for the new visual identity. At the heart of this is a typeface, unique to the country, supported by a colour palette inspired by the white and red of the Croatian coat of arms.

We discovered an ancient Glagolitic script, dating back over 1000 years – inscriptions appeared predominantly in coastal areas such as Istria, the home of Plava Laguna. The Glagolitic script inspired a typeface. We started with Circe, a simple geometric sans font and worked closely with its creators to develop a unique typeface that incorporates elements of the Glagolitic alphabet into their Roman counterparts. ‘Glagolitic Circe’ was created in full Latin and Cyrillic alphabets.

In 1957, Plava Laguna were pioneers, introducing international standards of hospitality to Croatia. Their fresh blue identity perfectly captured the sunny skies and sparkling sea. A place that always lived up to the promise. But with success comes imitation.

Today, they are drowning in a sea of blue; blue logos and blue imagery are the sector norms.

We were commissioned to create a new visual identity, helping to reposition the brand as the leading and authentic Croatian holiday company.

Today’s travellers are searching for authenticity but, to our surprise, we discovered that none of their competition celebrated their Croatian roots.