Brand Strategy & Creative Director: Anja Bauer Minkara
Senior Brand Consultant:
Petra Despot Domljanović
Brand Consultant: Stipan Rimac
Naming Consultant: Anja Bauer Minkara
Copywriters: Anja Bauer Minkara, Ivan Čadež
Brand Implementor: Jelena Mezga


Art Director, Designer, Illustrator: Maja Bagić Barić

Jellyfish in Space

We worked on the brand strategy, name, slogan and visual identity for Jellyfish in Space, a new street food & cocktail bar in Zagreb.

Analyzing the world's most successful examples of such bars, we have found that, in addition to top quality food and cocktails, it is crucial to create an authentic and original story that reflects the spirit and uniqueness of the location itself. We united all the strengths of the brand in order to tell its story:

"We are at a place close to where the finest drinks in Zagreb were made, where the city’s fine gentlemen could come and enjoy.

Nearby, in 1910, Arko produced the finest rum and triple-sec, while Pokorny exported Pelinkovac to French and Austrian gentlemen. We are continuing that fine tradition.

The tradition we're talking about is placed in one of art-nouveau, the style that stopped using usual shapes and introduced new ones. It introduced new, playful, amorphous forms that could cheer up the viewers' senses with their playfulness. 

We love the feeling of new, playful shapes and this led us to the funniest shape, the jellyfish, which is no longer just a sea creature but also an alien being. In 1991, NASA launched 2000 jellyfish into space and they reproduced, creating 60,000 of them. That is why we say that somewhere there is a jellyfish floating high and far in the space.

The story of the jellyfish and Arko is a story that combines human reach with a playful mind, and will delight our guests with intriguing cocktails, imaginative food and atmosphere.

We want our guests to have fun and get in a good mood so that they become frequent participants in our extraordinary story.”

With the incredible story about jellyfish in space, coupled with imaginative food, cocktails and atmosphere, the brand wants to create a good mood for its guests, further accentuated by the Jelly Good Bar slogan. The slogan is a derivative of the English phrase "jolly good", which is used as an expression for something very good and pleasant, and in a playful way contributes to creating a fun atmosphere.

We developed the visual identity of the brand in collaboration with Maja Bagić Barić. The visual identity is dominated by a jellyfish illustration, which is modern and inspired by the industrial style of today. The image is harmoniously blended with the typographic logo inspired by art-deco design, more precisely the stylized typography used on the posters and labels for the old Arko liquor factory. The result is a modern, uncluttered and unexpected visual solution.

The brand was successfully launched in the last days of 2019 and immediately sparked positive reactions with its unexpected story and name.

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