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We have created the new brand strategy, new name, slogan and visual identity for Sorinele, a brand of home decoration and accessories, that was called Glam Avenue before rebranding.

The owners of the brand are two sisters, who have inherited the family business from their father. They are also the authors of the acrylic glass home accessories collection. What inspired us the most during brainstorming with the brand owners, was their love, precision and care dedicated to every single detail. That was the inspiration that guided is in creating the brand story about perfection that lies in details:

“Details are the ones that create the complete picture about people, places, things. They are the ones that are carved into our memory and give meaning. With people, it’s the smile, gesture or a word that reveals their true standpoint in a conversation. In the interior, details give the soul to the space, enrich it and breathe life into it. With love, care and dedication we create beautiful home accessories, inspired by moments and details from everyday life. We create so we can inspire people’s love for the little things, falling in love with the details that breathe life into their living space.”

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Based on the brand strategy we created a new name Sorinele. The name is inspired by the brand owners (ita. sorelle + Sonja + Marinela), and brings positive associations on smiling and sunny (ita. sorriso / sole), as details they create bring joy and enrich every space. Craft and precision are further emphasised with the new slogan “Eye For Details”.

The inspiration for logotype, whose author is art director Maja Bagić Barić, came from the sun and the eye (eye for details), but also from acrylic glass panels, whose versatility was shown with elegant lines in different colours and thickness. The details on the packaging (application of slogan, the pattern, coloured backgrounds, ribbons in soft colours) emphasise the dedication for details and bring liveliness into the visual identity.

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Brand Strategy & Creative Director: Anja Bauer
Senior Brand Consultant: Petra Despot Domljanović
Name Consultant: Anja Bauer
Copywriters: Anja Bauer, Ivan Čadež
Senior Brand Implementor: Jelena Mezga
Art Director, Designer: Maja Bagić Barić
Photographer: Maja Danica Pečanić
Styling: Boba Blašković