Popular Bruketa&Žinić OM’s recent assignment was to create a new verbal and visual identity for a Belgrade based jewelry store.


Client wanted them to create a new brand that would distance itself enough from their original jewelry store that would continue to exist. The process of working on the project included, among other things, market research, defining strategy and brand positioning.


That’s how Personal came into life, a brand equally dedicated to building a personal relationship between the maestro behind the jewelry and the customer, as to the very process of creating each and every individual piece of jewelry. Along with the name of the brand, Popular B&Ž introduced the slogan: Jewelry with a touch.


Soon enough, Personal got its visual identity: sophisticated and refined, to match its characteristics and the new enterier of the shop in Hyatt Regency hotel. The typography used in the logotype design was custom made for the occasion.


The visual identity was then applied onto stationery, the set of previously designed luxury jewelry packages and in design of the new website as well.

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Popular Bruketa&Žinić OM / Boris Marčetić (Creative Director), Miladin Miletić (Art Director, Designer), Marija Diklić  (Account Director), Đorđe Ilić, Vlatko Mladenović (Copywriters), Nevena Vasiljević (Account Manager)

Studio Paleta, Zilber (Photography)

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