Vincek

Vincek is not just Zagreb's most famous pastry shop — it is part of the city's culture and collective memory. From humble beginnings on Zvonimirova Street in 1977, the family business of Ankica and Stjepan Vincek has grown into Croatia's leading confectionery brand, with eight locations, over one hundred employees, and a long list of prestigious awards. But the visual identity accompanying that growth was no longer equal to the brand Vincek had become. The task was a rebranding that would honour a long tradition while speaking the language of the present.

Vincek is a love story — for the craft, for Zagreb, for every butter biscuit and every cream cake. That's why a heart was the only logical starting point. But not just any heart — within it hides the letter V for Vincek, and the curve of the mark evokes the delicate decorations that adorn cakes from the display counter: filigree, precise, made with care. When multiplied and rotated, the mark generates lace-like, elegant patterns that serve as secondary graphics — richness from a single element. The warm golden-brown palette speaks of chocolate, refinement, and luxury, while remaining approachable and human. Alongside the master identity, we developed the name and design for the sub-brand Vis à Vis — a specialised gluten-free pastry shop located in the heart of the city on Tomićeva Street. We also collaborated with an architect on the interior design of that space, making the experience of visiting as special as the pastries themselves.

Vincek is today one of the most recognisable and beloved brands in Zagreb — a brand Zagrebians genuinely identify with and are proud of. Vincek pastry shops appear in city travel guides, and the identity we created continues to live and grow alongside the brand — on new locations, new packaging, and new occasions.