Brand Strategy & Creative Director: Anja Bauer
Senior Brand Consultant:
Petra Despot Domljanović
Brand Consultant: Stipan Rimac
Naming Consultant: Anja Bauer
Copywriter: Anja Bauer
Senior Brand Implementor: Jelena Mezga

Art Director, Designer: Maja Bagić Barić
Product designer: Goga Golik
Photographer: Marija Laća


In a challenging pandemic year, four friends decided to start producing natural scented candles made from soy wax. For their new brand, we created a story, a new name and slogan, a visual identity, but also the product design of the candle itself.

Their vision was to create a beautiful, elegant and sustainable collection for the home. One that is not harmful to our health or to the environment. Unlike large manufacturers who use paraffin and synthetic fragrances, their candles are made with soy wax, a non-toxic cotton wick, natural essential oils and packaged in handmade terracotta pots.

Our insight was that the scent of nature is felt by all the senses. This is the backbone of the new brand story.

We believe the scent of nature awakens all the senses, giving our inner-self a new level of energy. We go from feeling drab to a colorful experience, shaded in hues of blue, yellow, red, green or white. From the city bustle we dive into meadows, lakes, seas, rivers,  the feeling of mountain peaks, and forests. From the smog we emerge into the smell of a clear sunny afternoon, the first snow, an energetic wave, the mountain wind and the bows and branches of the forest. We enter into a feeling of a comfortable hug, like soft velvet or pure white cotton.

Candles immerse us in a world of beauty, relaxation and happiness. We immerse ourselves in the smell of the last wave before leaving the seaside, a walk in the woods through Gorski kotar or in the smell of spring rain in Lika.

So, immerse yourself with us in a world of nature, in a place that is felt by your whole being, beyond your sense of smell. With nature we feel at home.”

Based on the brand strategy, we also created the brand name - URONI - which invites the consumer to immerse themselves in a sense of relaxation, in the smell of the forest, the energetic wave, pure white cotton. The slogan of the brand "Scent You Can Feel" communicates that this is a fragrance that is felt by your whole being.

The name of each candle is inspired by its ingredients, the scent and the feeling it awakens within us. Thus, Atop the Mountain Top fills us with fragrant aromas of the pure mountain air of Lika, pine and aromatic sage. With the Lost in the Woods candle, we immerse ourselves in the peace of an early morning walk through the mystical forests of Gorski Kotar, while we called the fragrant notes of lemon and melon Riding the Wave because we have memories of the last waves of a summer spent at the seaside.

Art director Maja Bagić Barić created an elegant, minimalist logo inspired by rounded wax shapes and elongated letters that look like they are "immersed". Illustrated motifs from nature and pastel colors are related to the scents and names of candles and inspired by elements from pristine Croatian nature that awaken all our senses.

The unique product design is due to the art director Goga Golik, who found inspiration for the shape of the terracotta pot in the letter "U" from the logo. In order to symbolically represent the experience of immersing into the scent of each candle, each pot receives a recessed groove created by immersing another pot into it. There is a logo in the place of the recessed groove. The product design takes care of sustainability as it can be used again as a decorative flower pot.

> Methodology