The rebranding of Bačelić, a leading Croatian distributor of paints, coatings and construction materials, was developed to clarify its market position and strengthen its role as a trusted partner for professionals, hobbyists and perfectionists. Research showed that customers seek more than products: they also value knowledge, advice, education and a reliable customer experience. The brand was therefore repositioned as a mentor and specialist curator that helps users achieve excellent results.

The new identity retains the Bačelić family name as a symbol of tradition, trust and continuity, translating it into a contemporary, flexible and recognisable visual system. The logo uses a strong sans-serif typeface with emphasised diacritical marks, while a modular pattern system transforms individual letters from the name into graphic building blocks. The colour palette combines vibrant and neutral tones, while the photographic art direction focuses on the practical use of tools and products and the expertise of their users.
The rebrand also includes a verbal identity, the tagline “Professionals, Hobbyists & Perfectionists”, a refreshed Bačelić Academy and the development of the proprietary brand Batch. The result connects family tradition, technology, knowledge and the satisfaction of achieving excellent results.