September 25, 2023 – A milestone which is very welcome – new branding and unified promotion of the island of Hvar, including superb promo video of Croatia’s premier island.
It is a day I thought I would never see, a story I have been attached to for over a decade, and a core reason why the Total Project even started.
Living in Jelsa on Hvar all those years ago, I was astonished to learn that the island had five different tourist boards, each representing a different part of the island. And not only that, but back then, they did not even talk to each other.
I remember a friend back in about 2013 telling me of his visit to the Jelsa Tourist Board where he asked for information about Stari Grad, only to be told the bus times to Stari Grad and to visit their tourist board for more information about the destination.
With so little coordination, I sensed an opportunity to do a website to cover the whole island in one place. And so Total Hvar was born.
Fast forward to 2023, and a completely different story. Not only more unity, but some fantastic cooperation between the (now) four tourist boards. So much so, in fact, that the island has now launched its new branding, visual identity, and promotional video. More background about the branding in the press release below, but as someone who lived on Hvar for 13 years, I am more than impressed at the depth of research and historical and cultural links, and how it all came together.
As for the video, judge for yourself below. I think it is beautiful, just as I would want to present the island of Hvar. And just as I remember it when I first set eyes on this slice of Croatian paradise over 20 years ago.
If you are looking for a video about parties and vibrant nightlife, this isn’t it – Hvar Town is but a (albeit very important) part of the island. If you are looking for a video which showcases the entire island of Hvar – and gives you insights into what and where to explore – this is the video for you.
Zagreb/Hvar, September 25, 2023 – The tourist boards of the island of Hvar presented a joint brand strategy, slogan, visual identity and brand video. It is the most extensive branding of a Croatian island, the goal of which was to connect cities and municipalities through a common story and present the island as a unique destination.
Branding is the result of extensive research on the perception, potential and challenges of the island of Hvar, which included interviews with distinguished people from the fields of tourism, history and culture – from local guides, managers of public institutions and museums, to representatives of winemakers and hoteliers. Through the survey, the perception of the island’s inhabitants, as well as tourists who visited Hvar, was also investigated.
This is another successful project of the internationally awarded branding agency Fabular, included in the REBRAND Hall of Fame, among the 25 best brand consultants in the world, led by Branding Strategy Director Anja Bauer, author of the protected methodology “8 ingredients that build a brand”. Fabular’s team of consultants has so far worked on the branding of numerous tourist brands and products, among which the Krapina-Zagorje County and the city of Trogir stand out, for which they received special recognition from UNESCO as a good example of destination branding.
“The challenge was to find a common denominator, that is, a relevant emotion that is unique from ancient times to today. In a series of amazing stories and peculiarities, we recognized “light” as a motif that is omnipresent on Hvar and that has always attracted people to this island seeking inspiration, beauty and pleasure. Light, as a common denominator, is drawn from the very meaning of the name of the island of Hvar, through signal fires in antiquity and the gas lamps with which we hunt sardines, the Za Križen procession, agave lace and numerous other elements throughout history – until today when the key association is the sunniest island,” pointed out Anja Bauer, owner and creative director of Fabular agency.
The new slogan “Discover, follow and be the light” and the new brand story call for its discovery. The author of the new visual identity is the award-winning art director Maja Bagić Barić. The inspiration for the logo was agave lace, one of Hvar’s goods inscribed on the UNESCO list of world intangible heritage.
“The beauty of Hvar lace is that none of it has a template, but is the product of the imagination and artistic talent of an individual lacemaker, and above all of her inspiration and patience,” emphasized Bauer. Regularly arranged elements spread out from the center like the rays of the sun.
The project also produced a new promotional video for the island of Hvar. The video is special in that it shows everything that makes Hvar an island of light, from its cultural sights, the heritage left behind by many Hvar writers, artists, builders and scientists, to superb gastronomic experiences.