Ivančić i Sinovi Identity
The brand identity for this Serbian pharmaceutical company alludes to the notion of family values, traditional recipes and the sense of comfort they provide. A system of geometric patterns was developed based on traditional Eastern European hand-embroidery. During the process, a custom typeface evolved from the abstraction of the patterns to create a distinct look and feel. Bright colours were used to enhance the personality of each product, while variations in the use of the patterns defined various product line categories.