Karliko d.o.o. produces, processes and distributes fresh meat and meat products from renowned Croatian companies - Meat industry Braća Pivac and PPK - meat industry Karlovac. After Karliko widened its distribution channels across several cities in Bosnia and Herzegovina, they decided to modernise the companys visual identity. At the heart of the companys new identity is the new brand proposition that Karliko stands for the choice of a healthier lifestyle – healthier food for a healthier lifestyle. Shift Brand Design`s redefinition of the companys visual identity is a link between Karliko`s old logo through the same colour pallete and health conscious lifestyle. The tagline encourages consumers to choose healthy food. The silhouette is both, a plate and a smile, while the green colour suggests freshness and natural origin. The graphic standards manual contains guidelines for the proper use of Karliko`s visual identity.