Once in a lifetime, every day

Plava Laguna

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#### In Brief

Plava Laguna is the magical holiday destination in Istria, on the Mediterranean coast of Croatia. Founded in 1957, Plava Laguna – a collection of luxury hotels, apartments and camping holiday sites – is a brand rooted in Croatian hospitality. For over 60 years, the brand has captured the sunny skies and sparkling seas of Istria. 

But with increasing competition from international hotel brands opening resorts in Plava Laguna's home, the leading hotel company asked us to evolve the brand to capture its unique heritage and bring the best of local culture to the fore. 

#### What we did

In evolving the brand, we paid homage to the rich Croatian history through our creation of a bespoke headline typeface. Inspired by an ancient Croatian script that dates back over a thousand years, we combined Glagolitic characters with a contemporary, geometric typeface to reflect the fusion of modernity and heritage at the heart of the brand. 

We then focused on capturing the warmth of Croatian hospitality. This started with the creation of our core colour palette, born from Croatian heritage: consisting of bright red, white and black, which link back to the design of the Croatian national flag. 

We also designed a new logo: the Capricorn. Associated with Istria for centuries, the Capricorn – half goat, half mermaid – perfectly embodies the Plava Laguna brand that is built on unforgettable memories made on land and by the sea. Combining the symbolic logo with striking imagery that showcases the beauty and diversity of the location, we brought a contemporary feel to Plava Laguna's communications. 

We designed numerous brand elements to captivate guests and guide them through an aspirational and inviting brand experience. Touchpoints ranged from advertising, online communications and social platforms to resort decor and gifts. 

The new brand was launched in December 2017, in time for the new season promotions, and we continued to work with the Plava Laguna team, supporting the brand on the international stage.



A brand to capture unique heritage and bring the best of local culture to the fore

Brand film

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Evolving the brand for the leading hotel company that pays homage to its rich Croatian history and brings the best of local culture to the fore. 

Superunion | Plava Laguna

Superunion and Design Bridge come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge and Superunion come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.