RADOMARebranding an Iconic Deli
Industry
Food & Beverages
Services
Communication Strategy, Brand Identity, Motion Design, Packaging, Performance Marketing, Offline Campaign, Online Campaign, Photo & Video Production, Web Design, Copywriting, Logo design
We brought two traditional brands under one roof and created a unified identity for Žilina’s most beloved deli products.
Ryba Žilina is one of Slovakia’s best-known producers in the chilled deli segment, with an uninterrupted tradition of fish processing since 1924. Its products, previously sold under the names PRETO Ryba Žilina and PRETO Radoma, have earned the trust of consumers across Slovakia, most famously, the Žilina-style treska. But managing multiple sub-brands became increasingly challenging, prompting a strategic rebranding initiative.
To ensure a clear, cohesive, and consumer-friendly brand, we needed to unify its communication, simplify its architecture, and strengthen its presence on the market. Our task was not only to design this transformation, but to bring it fully to life.
A Rebrand Built on Trust and Continuity
We approached the rebranding of PRETO Ryba Žilina and PRETO Radoma with deep respect for their history, reputation, and loyal customer base. Our goal was not to change what worked, but to clarify and modernize the brand while preserving consumer trust. The result is RADOMA, a brand that combines proven quality, a fresh visual language, and a clear, streamlined portfolio.
A New Identity: Simplicity, Symbolism, and Flexibility
At the heart of the rebrand was the creation of a new logo and visual identity. Our system was built on simplicity, memorability, and flexibility – working equally well across print, packaging, and digital platforms.
The logo shape references a fish fin, a legacy visual element of the brand, reimagined in a friendlier, more iconic form. We removed harsh angles and introduced a deep red tone to boost visibility on packaging. The custom condensed typeface mirrors the flowing lines of the fin, giving the logo a cohesive and distinctive character.
The color palette draws from the most popular product, Treska Exklusiv, and is expanded with rich blue and green tones that reflect original product lines from the PRETO Radoma portfolio.
A wave pattern used in packaging design was also updated: sharpened, modernized, and made a signature element of the new visual system.
A Campaign with No Silent Moments
We supported the rebrand with an informative launch campaign, designed to reassure customers that while the brand name and packaging had changed, the beloved products, recipes, production location, and quality remained exactly the same.
The campaign included static visuals and an animated video that used sound design as a powerful storytelling element. The audio elevated the tone of the video, highlighting the brand’s transformation in a modern, energetic way.
Bringing the Brand to the People
The rebranding naturally extended into the physical world, with bold new vehicle wraps and the introduction of a branded TreskaBar van. This mobile activation tool appears at summer events, festivals, and public happenings year-round, spreading the message “You can enjoy Žilina’s treska anywhere.”
The design of the van plays with humor and clarity, helping bring the brand closer to people – both literally and emotionally.
The Result: A Brand Ready to Grow
RADOMA isn’t a new brand, it’s a continuation of a trusted legacy. Thanks to a carefully executed and well-strategized rebrand, the company has revitalized its market presence and built a unified, confident brand identity.
The transformation from PRETO Ryba Žilina and PRETO Radoma into a singular RADOMA brand proves that even traditional companies can evolve without losing their heritage, if done with respect, strategic intent, and precise execution.
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