19 Jan 2022.
media: #branding #digital communication #packaging #visual identity client: #DNNA - Donna Vekić, sector: #household

DNNA – a brand by tennis player Donna Vekić

Brand strategy and design for luxury home fragrances

Tennis player Donna Vekić has launched her own DNNA brand with the first line of home fragrance products, otherwise her great passion off the court. The scented candles are made out of 100% natural wax produced by bees from the Kopački Rit Nature Park in Croatia, emitting negative ions to purify and improve the air quality. The fragrances were designed by perfumer Arnaud Fourré at the famous perfume creation center in Grasse, France.

Bruketa&Žinić&Grey Agency was in charge of the brand strategy, naming, visual identity, packaging design, communication guidelines and the website.

“Scented candles are just my way of coping with the challenges off the court, my precious moments of relaxation,” says Donna about how she came up with the idea of a line of fragrances with her signature, fragrances with Donna’s DNA, or DNNA as the brand is called.

The brand positioning was a result of showing the other side of the medal, i.e. the ups and downs of every road to success, and of life as such. Fragrances help Donna on her road, as essential parts of her relaxation rituals, and in turn, relaxation and stimulation are her brand promises as well. The brand features luxury products dedicated to premium quality and uniqueness, which is where the slogan Not Another Donna comes from.

Besides premium fragrances, the DNNA scented candles and room sticks have an eye-catching design. Every candle vessel is unique and made out of the highest quality Murano glass: handmade, blown, heated, cooled, personalized and signed by master glassmaker Stefano Mettiello. To evoke tennis association, every vessel comes with a steel globe that can be used as a candle snuffer as well.

The DNNA collection can be found at premium stores, and the brand has already established first collaborations with five-star luxury hotels. The products are also available online at: where you can find more information about the specificities of each fragrance and a special section: DNNA FOR BEES. DNNA donates a portion of its scented candle sales earnings to the Bee Community of the Kopački Rit Nature Park.

DNNA / Donna Vekić (founder / CEO), Igor Vekić (founder / CEO), Brankica Vekić, Kristina Veseličić (project manager),

Bruketa&Žinić&Grey / Ivo Payer and Davor Bruketa (Creative Directors), Roberta Kranjec (Account Director), Andrea Knapić (Art Director), Konrad Kropf (Designer), Vesna Đurašin (Production Manager), Josip Buzov and Ana Krstić (Strategic Planners), Jelena Babić (Account Manager), Karla Katanec (Account Executive), Iva Bolta (Head of Digital Strategy and Creative), Anja Pečovnik (Video Production Manager), Hrvoje Horvat (Digital Project Manager), Iva Pemper (Senior Designer), Martina Tupek, Hana Malobabić and Lara Žučko (copywriters), Radovan Radičević (Head of DTP/Pre-press), Lucija Relić (Community Manager), Andro Tasovac (Junior Strategic Planner), Mia Marić, Martina Marinić (Production Designers), Maya in der Muhlen (Digital Assistant), Dragan Karanušić (DTP operator)

Panda Monk / Zvonko Barišić (UX designer)
Weblogic Studio (web development)

Photographer: Domagoj Kunić


digital communication
visual identity
DNNA - Donna Vekić,

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