Mamager is a brand that represents real women's experiences, emphasizing the balance between their professional & personal lives. It advocates for the multiple roles of women beyond motherhood, moving away from stereotypes, & empowers women by highlighting their diverse strengths.
The integrated visual and verbal identity of the portal is associative enough to be recognizable at first glance, yet distinct enough to achieve market differentiation with clarity that this is a women's brand. This consistent identity facilitates future growth, ensuring flexibility & quick adaptation in the implementation of elements. Its communication style is down-to-earth, realistic, straightforward, characterized by authenticity, directness, confidence, with an inspirational and smart tone. The main color, named tundra, is a deep turquoise which carries the brand’s power, and is contrasted with peach fuzz, providing a warm, approachable character. Guiding principles such as simplicity, clarity, visibility, readability, structure are integrated into all online & offline applications. The portal's design is suitable for reading longer texts on both mobile & desktop. Through typography and logo design, Mamager aims to communicate inclusiveness, care, women's strength and dominance. The online application includes visuals for social media, while offline materials include notebooks, stickers with short and direct messages, bags, and even large-scale materials such as billboard campaigns.

Client: Mamager Media d.o.o., Mamager.hr
Brand strategy & communication:  Jelena Babić, Jelen&Jelen
Design & Art Direction: Ivana Bačanek, Vidi Visual Design Studio

Noelle celebrated 5 years on the market.
In those 5 years, more than 2 million products ended up in the hands of over a million users. It is even better that Noelle, in addition to achieving great results, was always consistent in their communication. Noelle has never been a brand that only sells great make up brushes or other beauty accessories. At the heart of the brand is authenticity, and from the very beginning, with the slogan We love you to be yourself, they used their channels to promote it and encourage their users to be exactly who they are - themselves.

Here, along with strong words, the brushes in the hands that apply make-up are becoming a tool that enables personal expression, and the face a medium or a canvas on which we express our inner feelings and attitudes with vibrant colors, thus creating real works of art - timeless, unique and strong. What we see in ourselves, what we value in our own essence, becomes our measure for the perception of beauty in the world around us.
Guided by this thought, as part of the "Strength is in colors" campaign in collaboration with the fine artist Valentina Supanz-Marinić, the question of what beauty truly is and its concept is raised, resulting in the creation of a series of 7 artistic images, which is a step away from typical beauty campaigns and common standardizations of beauty in them.

Along with the campaign, an event along with the exhibition was organized at Oris House of Architecture.
Creative Concept: co-creation of Noelle & Jelen&Jelen
Copywriting & Production management: Jelena Babić, Jelen&Jelen
Design & Art Direction: Nena Gačić, Noelle
Campaign Management: Klara Banek, Noelle
Event management: Sandra Čuljak
Paintings: Valentina Supanz Marinić
Print production: Novi val

Melt stands for the idea that healthy food can and should be delicious. But not only tasty and healthy.
With the guests and employees at Melt, as well as the atmosphere they create, it becomes an experience. Conversations, new memories, and the overall experience – a whole melting pot of tastes, thoughts, and spoken words. Everything that makes up good stories, as is communicated in the slogan Sharing stories.
Melt's role is to step in and start that whole interaction, either as a participant or just an initiator. Its communication itself was created to be in the spirit of the times, engaging and exciting, and yet to very clearly communicate the very values of the brand in the context of sustainability, inclusiveness, and equality.
The brand communicates directly to the consumer, warmly and without reservation, but not intrusively or aggressively.
Through the play of words on printed materials, he tries to entertain, and as we delve deeper into his appearances on and off-screen, we get to know more about the seriousness and professionalism in his approach to gastronomy and hospitality.
The communication style itself is defined with the aim of long-term easy maintenance without extensive instructions that need to be followed to minimize the time spent on communication by the client.
The overall created integrated identity leaves enough space for further brand growth and the possibility of adapting to any situation in an industry as dynamic as gastronomy, and still emphasizes its uniqueness in its approach to food and people.

Client: Oladi d.o.o., Melt Brunch & Gelato Bar
Brand strategy & communication, production management: Jelena Babić, Jelen&Jelen
Design & Art Direction: Ivana Bačanek, Vidi Visual Design Studio

ONE.618 is a brand of omni-directional, high-end concrete speakers that act as near-ideal sound-source, producing sound fields with the highest degree of naturalness and wide, flat frequency range reproduction.
Behind ONE.618 brand stands Synthesis studio, whom's work is intertwining science and engineering with art and design, resulting in high-end design solutions, with a clear blueprint.

ONE.618 , φ represents divine proportions, the frequency which surrounds us and occupies our senses even unknowingly.
It’s no wonder that many people treat the golden ratio with a great deal of mysticism, because it appears repeatedly in nature and also crops up in many fields of mathematics. And we all know that mathematics is the language of the universe. As is the music.
ONE.618 is integrated into products they design, as well as in the sound they strive to deliver.

― brand: ONE.618, client Synthesis Design Concrete y 2021
― naming: Jelena Babić, Jelen&Jelen
― visual identity, product design: Jurica Huljev, Synthesis Design Concrete
― photography: Igor Pavlović

In today’s world virtually always on the verge of panic and racing for time, one sometimes needs to reach out for forgotten simplicity. Regardless of the fact that oftentimes we have no time to cook and plan particular meals and delicacies, it does not mean we cannot afford them, with minimum preparation time. Generally speaking, when considering the category of food products, we do not only consider the category per se but also the entire surrounding of similar or identical products which in this case are time-saving and easy-to-cook products eliciting the total gastronomic enjoyment.
On that note gastronomy is not only seen through the lens of the moment of enjoyment but also through its added value. This process involves the sea as much as it involves the people. The value lies in what the sea means to them, no matter which one it may be, which is the main backbone and the only constant in their surroundings.

With that thought in mind Brõk came about, a brand of ready to cook fish products that will tickle your senses and delight your taste buds, which required an integrated system of visual and verbal identity.

The name Brõk is a regionalism of the word brak denoting a sunken reef, a gathering and hatching place for fish. A place where it all begins.

Brõk. Tales from the sea.

― brand Brõk , client Orada Adriatic Ltd., y 2019
― visual identity: Igor Manasteriotti, Manasteriotti DS
― brand strategy and naming: Jelena Babić, Jelen&Jelen

Noelle, a makeup brushes brand is positioned as a challenger in the beauty category. This brand’s purpose is not to help make beautiful and meet the standards imposed by our surrounding but to serve as a tool to highlight our true selves, the way we want to be.

Whether we like it or not, social media plays a large role in our everyday lives. With the advent of Facebook, Twitter, Instagram, and other social media sites, the younger generation has grown up with digital communication, immediate and vast reach, and constant social influence.
Cyberbullying seems like the natural social progression.
For the brand such as Noelle that values authenticity in its true form, they won’t turn back on the problem that is in some way connected to the beauty industry.
The brand recognized it as extremely destructive and harmful behaviour. This can even lead to suicide for the person being bullied.
By using its channels, Noelle launched a campaign to raise awareness of this increasing issue and to encourage the victims to come out knowing there is someone who will support them.
To make people confront the reality the victims of bullying face on everyday basis and to see what it looks like, the campaign focused on the comments by social media users. The campaign was endorsed by influencers who shared their experiences in their testimonials.
Noelle identified its brand position with the genuinely humanistic purpose, and in its campaign, in parallel, explored the extent to which the society enables us to be what we truly are by taking up a clear and unwavering stance against bullying.

― brand Noelle, client Noelle, y 2020-2021
― communication & creative concept: Jelena Babić, Jelen&Jelen for Bad Drummer
― art direction & design: Mirna Ptiček, for Bad Drummer
― campaign execution: Noelle

Days of Communication never were just another advertising festival.
They are recognized as one of the best events in the world by the British Association Excellence Awards for its out-of-the-box approach, unique program, provocative production and top-notch organization.

It is an entry point for bigger, more important, both commercial and non-commercial ideas.
Our old identity served us so far, but we have outgrown it. It’s not enough.

Which is why we redefined the brand strategy taking the very purpose of the festival into account – trade enhancement by assuming the role of an entity that acts inquisitively, poses challenges, presents the knowledge and encourages changes.

We are aware of all the flaws and bad aspects of the industry, but the fact is that we are aware is giving us a sense of aspiration to do better. So, we walk towards innovative thinking and creating today so tomorrow we can make a change together.

We are not here to talk about transformation, proactivity, and interaction – and we surely will not try to persuade you that market communications cannot be deceiving. But let’s walk towards innovative thinking and creating today so tomorrow we can make a change together. So… Fuck advertising. Love advertising. Fuck PR. Love PR. Fuck technology. Love technology. Fuck CEO. Love CEO.
@ DK2021.

Our thoughts and our actions are translated into a whole visual experience.

FUCK ADVERTISING.
LOVE ADVERTISING

FALA .

― Days of Communication festival, client HURA!, y 2020
― concept & slogan, project management: Jelena Babić, Jelen&Jelen for HURA!
― creative direction: Davor Bruketa & Nikola Žinić, Bruketa&Žinić&Grey
― visual identity, art direction & design: Sven Sorić

In its creations, celebrations of the aesthetics and the visual, whilst minding the practicality, Maliq Design Studio produces vivid designs to be applied onto surfaces and transformed into functional items i.e. elements in the living space.

The patterns, illustrations, combinations of colors, shapes and words make the surfaces come to life, and are sourced from a genuine, intrinsic feeling channeled over the visual, but eternally embedded in writing.

Maliq prefers surface design as its primary, willingly favourite channel of expression.

The collections feature a recognizable signature inspired by ethnographic elements and textures authentic to Slavonia, the author’s native region.

The name Maliq given to the studio and the brand came about practically naturally, inspired by the Slavonian cultural heritage and motives, and by the written oeuvre of the famous Croatian author Ivana Brlić Mažuranić [the name of one of the Brownies (Domaći in Croatian) is Wee Tintilinkie, or Malik Tintilinić in Croatian], calling to mind the iconic forest – Stribor’s Forest – inhabited by those who harbor only the best and unselfish intentions.

― brand Maliq, client Dijana Vojak, Maliq design studio, y2020
― visual identity, art direction&design: Igor Manasteriotti, Manasteriotti DS
― brand strategy and naming: Jelena Babić, Jelen&Jelen

We created and positioned a new craft beer brand to stand out in the cluttered niche. Craft brewery usually stands for small, independent and traditional. They may be small and independent, but not traditional at all. They have the knowledge, the chemistry, the guts and the vision.
They won all the prizes they were running for, presenting the thirsty community with most unusual combinations of aromas.
The name HotchPotch came from their need for experimentation, an unusual mixture of ingredients they use, and positioned them as an experimental brewery. All their product names indicate as well that something different is going on with the ingredients, such as Little gnomes’ hats or Hoppykumulus.

― brand HotchPotch, client HotchPotch Brewery, y 2018 - 2019
― brand strategy and naming: Jelena Babić
― creative direction: Jelena Babić & Mirna Ptiček
― visual identity, art direction, design & packaging: Mirna Ptiček

Noelle is a young and progressive makeup brushes brand the creation of which included target audience research and brand strategy development as well as drawing up strategic guidelines for visual and verbal communication and the image campaign concept.
Noelle is not just another beauty brand the purpose of which is to make beautiful. This brand serves as means of expression. It will help every user to express their true self no matter who they may be and regardless of the imposed beauty standards.

The slogan “We love you to be yourself” was created in interactive workshops, during which the brand fundaments were identified. It is a sum total of the brand values and very clearly communicates the role of the brand in everyday life of its customers – it supports them in their efforts to be their true selves without questioning who they are, where they come from or what they look like because it is their own thing.

― brand Noelle, client Noelle, y 2020
― brand strategy & slogan: Jelena Babić, Jelen&Jelen for Bad Drummer
― art direction & design: Mirna Ptiček, for Bad Drummer

We defined the brand strategy, name, slogan and visual identity for Bannia brand.

Bannia is a new brand envisaged to target the international market, which essentially required a strong and unique brand position to be defined.
The competitive analysis showed that in addition to design celebration, water as a source of inspiration and life in general, few of them focus on users and what bathroom means to them. Therefore, bathroom is seen as the only place in our living space where we are completely bare, ridden of any external impacts. Be it a look in the mirror, the shower or the bathtub, this is where we come face to face with ourselves and our thoughts.

The name Bannia, synonymous with bagno or colloquially banja, evokes a bathtub, baths, a place for wellness and ultimately and most importantly, a place for clearing your mind and collecting your thoughts. Bannia is so much more than merely a bathroom. It is an oasis of peace and a place that absorbs emotions. It is a reflexion and a view of the environment.
As a result, Bannia brand will not communicate our inspiration by life, our offer of a new life or boast of making our homes a better place to live. Far from this not being true, but in fact, Bannia is inspired by people whose lives Bannia makes better and who want to have a space that offers more. By what home means to them.
And hence our slogan reads: “Your image. Your home.”

― brand Bannia, client Ferotehna, y 2019
― visual identity: Igor Manasteriotti, Manasteriotti DS
― brand strategy and naming: Jelena Babić, Jelen&Jelen

During 2018y I worked with Manasteriotti DS on two brands for client Ferotehna Ltd. - Bannia and Aquaart.

Aquaart is a commercial brand whose products come to life through everyday interaction with people and who makes playing with boats in the bathtub as important as the last repair of make-up before an important meeting. Our primary focus was on the little life chaos we experience every day, whether we are getting ready for work, getting kids to kindergarten, or going to bed at the evening - little rituals that energize and inspire us in everyday life.
And while I was focused on creating brand slogan and naming system for products’ series, Manasteriotti DS both managed the whole project and created their visual identity and packaging system for their wide range of different sanitaryware products.

― Art Director/Designer: Igor Manasteriotti, Manasteriotti DS
― Designer/Illustrator: Mia Marić, Manasteriotti DS
― Strategist/Copywriter: Jelena Babić, Jelen & Jelen

Kind Kind is an umbrella brand under which the messages of kindness will get an opportunity to become even more resoundingly powerful. The book The Secret Club of Kindness, the first step to be taken by this brand, will pique the interest of children and adults alike.
To be kind is an act that usually doesn’t require more than a warm word or a smile. It is in understanding and listening, as well as offering help.
You may think whatever you want, but such act usually brings something positive, a kind response from the other person. In this way, by spreading good messages we also contribute to the creation of the one and only, positive Kind Kind community.
The overall verbal and visual brand identity of the Kind Kind brand was developed as a result of understanding the kindness-based communication process.

― brand: Kind Kind, client Mara D design, y 2020
― naming & copywriting: Jelena Babić
― visual identity, art direction: Mirna Ptiček

2020 was an extremely difficult year for all of us: the year of lockdown, earthquakes, natural and other disasters and calamities that left their traces on our mental health.
With that idea in mind, the Psiholoskapomoc.hr platform was kicked off as a humanitarian project, a one-of-a-kind platform with the sole purpose of removing the stigma of seeking mental health support. The purpose of the platform is to encourage people to seek professional help, to simplify the help-finding path and connect help providers with those who are in need of help.
The project is managed and established by the PROMENTZ Association, in collaboration with public institutions and other reliable counselling psychology service providers in the territory of the Republic of Croatia.

PR, sponsorship, project management and Association management – Tena Cuculić, PRbaba
Marketing management, coordination and supervision of the branding process implementation and campaign execution – Jelen&Jelen in collaboration with project partners:
Bruketa&Žinić&Grey – visual identity & creative concept
404 – social media strategy
Dobra priča – social media management
Organizacija – media buying
Zviz – website development

Zemmi is an online platform specialized in selling products of small producers, trades and crafts and specialized stores. The specificity of this platform is its focus on a wide spectrum of activities, simple search without using too many clicks and input of up to 10,000 products allowing online presence to small specialized enterprises for who the webshop design is too complex and generally unavailable.
By understanding the traditional approach to commerce the platform transforms the buy-and-sell process in the online environment. The moment when the buyer approaches the seller, when they know what they want, the moment when they recognize what they need and take it without wasting too much time on chit-chat. If the buyer is satisfied with the supply and the quality of the service, they will be willing take some more as well.
Zemmi is a word derived from the local word “zemi” (in English “take”). Its visual identity points to the connection between real life and technology, variability and thinking, which are the underlying concepts of the platform.

― brand Zemmi, client Selcom, y 2019
― brand strategy and naming: Jelena Babić, Jelen&Jelen for Bad Drummer
― visual identity, art direction & design: Mirna Ptiček for Bad Drummer

Lavū is a name created for a beauty boutique and spa. Inspired by traditional care rituals omnipresent throughout the history they have virtually become synonymous with the morning routine – a water jug and washbasin, in French laver for “washing up”. The brand is an interpretation of beauty as a combination of place, time and person at the centre of the ritual, at the same time phonetically evoking the English word “love”.

Lavū is a brand that is still under construction. Unfortunately, its implementation was impeded by the crisis caused by the COVID-19 pandemic as well as the 2020 earthquakes, but together with Ines, the brand initiator and entrepreneur, we hope to resume our brand-building activities asap.

― brand Lavū, client Ines Umićević, y 2020 ~
― brand strategy and naming: Jelena Babić, Jelen&Jelen for Bad Drummer
― visual identity & art direction: Mirna Ptiček for Bad Drummer