Ghetaldus Optika is Croatia's leading optical retail network and one of the country's most recognizable names in eye care. Founded in 1957, the company operates numerous optical centres across Croatia, offering prescription eyewear, sunglasses, contact lenses, and professional eye care services.

The objective was to redesign and modernize the visual identity of a long-established brand without compromising the trust and recognition built over decades. The challenge was to create a contemporary identity system capable of unifying multiple areas of the business while restoring clarity, consistency, and relevance in an increasingly competitive market.

The identity was developed through the evolution of existing brand equity rather than a complete departure from the past. The letter "G" became the foundation of the new visual system, simultaneously functioning as the company's initial and as a stylized reference to the eye, pupil, vision, and focus.
Beyond the logo redesign, the project included the development of a comprehensive brand architecture encompassing optical retail, polyclinic services, and optometry. The resulting identity system was implemented across retail environments, signage, promotional materials, advertising campaigns, and private label products, creating a consistent and recognizable customer experience throughout all brand touchpoints.

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