identity / branding / printing
Dracomerx (DRACO) is a Croatian company that specializes in designing, manufacturing, sales and engineering in the field of insulation work and materials and repairs in civil engineering. It offers complete high-quality technological solutions for insulation. It provides continuous support throughout the project, timely deliveries and competitive prices.
Already operating in Croatia and the neighboring countries, the company is expanding to the global markets. For this reason, it needed a new marketing strategy that would include a new verbal and visual identity. As part of the rebranding, Dracomerx brand changed its name to Draco. Of the existing elements, it was necessary to retain the basic color (red) that had already been familiar and established in the Croatian and regional markets.
The new identity communicates the basic values and goals set by brief and the high-quality products and services (premium in the segment) evoking associations of the trends in the industry – sustainability and environmental approach. The redesign increased the visibility of the names and, by reduction of some elements, makes the overall impression simpler (minimalist), thus meeting the expectations of the Western market (modern, professional).
As the essential idea behind the redesign is based on emphasizing the name/monogram of the brand, the previous logo (dragon) was reduced and integrated into the new logo. The identity was created using a specific tonal scale, with red as the primary color which, in combination with other colors, makes a distinctive and interesting color coding. The black color was replaced by dark blue, symbolizing a connection with the company’s main product (Akwa).
Redesigned this way, the identity communicates a modern approach – strength and professionalism in the solutions on the one hand and sustainable and eco-friendly activity on the other. Given a large number of materials that was being prepared, it was important to take into account the modularity of the identity and applications in different situations and different types of communication (printed materials, packaging, digital media).
- DRACO d.o.o.
- Izvorka Jurić (creative and art direction, design), Stela Kovačić (design)