Ghetaldus Optika: Revitalizing a Croatian Optics Brand

Restoring Tradition and Confidence through a Fresh Visual Identity

The character "G" in the new logo represents the initial of the company's name and serves as a visual link to the graphical element from the old visual identity. However, Studio 33 has given it a completely different function and a modern visual expression. The symbolism of the logo aims to achieve a high-quality transmission of the vision, mission, and functions of the brand, clearly presenting its purpose and scope.

The project involved a comprehensive rebranding effort, including the development of a new brand architecture for Optics, Policlinic, Optometry, and Private Label. With this new structure, Ghetaldus Optika now enjoys better visibility and a stronger brand presence.

Studio 33's design team worked on various aspects of the brand's visual identity, including signage systems for over 200 Ghetaldus shops and more than 100 Policlinics. They also created branding for vehicles, stationery, private label products (eyeglasses, sunglasses, lenses, lens fluids), bags, and recipes. Additionally, the team developed five different advertising campaigns and complete image campaigns for Optics and Policlinics, covering various marketing channels such as billboards, city-lights, mega-boards, banners, TV, flyers, and posters.

The new visual identity has propelled Ghetaldus Optika to become the number one optics brand in Croatia. The brand architecture has enhanced visibility and improved the overall perception of the brand. Through clear communication of professionalism, quality, and tradition, Ghetaldus Optika has successfully regained customers' confidence.

The project, which started in October 2016 in Zagreb and concluded in August 2017 in Osijek, was supported by extensive research on visibility, brand recognition, target audiences, market presence, client evaluation, and the overall impact of the Ghetaldus brand. Studio 33 overcame the challenge of revitalizing a brand that had lost its distinctiveness due to poor communication, ultimately creating a visual identity that reflects the brand's heritage and values.

The exceptional work of Studio 33 on the Ghetaldus Optika rebranding project was recognized with a Bronze A' Design Award in 2018. This prestigious award honors designs that exhibit outstanding creativity, resourcefulness, and technical skills, contributing to improvements in quality of life and making the world a better place.