Pile i vile is the first and only lifestyle shop and service for forest and garden work in Croatia. Its playful name being a pun (meaning both chainsaws and hayforks as well as chicken and fairies) and their different, custom-tailored approach along with premium products quickly established Pile i vile as a special place for all those that love working outdoors. Five years since the opening, it was the perfect timing to consolidate the brand, redefine its character and direction for the future, and redesign its visual identity to match.

ClientDrezga Ltd.Servicesbrand strategy, visual identity design, copywriting, visual communications, stationery design, website UX/UI design and front-end developmentAssociatesBorealis Agency (front-end development)Year2017-2018Linkpileivile.hr


Through brand strategy workshops with the company’s management we defined the key audiences and elements of the brand platform. This part of the process was crucial for outlining the creative direction of visuals and articulating the personality of the brand, its tone of voice and main taglines. To fully put the brand strategy in the service of the overall business strategy, the decision was made to start communicating the portfolio of company services (such as equipment renting, arborist services etc.) to complement the core business and reach new markets.

Visual identity

The new visual identity stems directly from the new brand character – it’s a cleaner, more direct, no-nonsense communication with their target audiences. The logo is a purely typographic abstraction of people and trees, which in applications speaks strongly over striped backgrounds, together creating a very recognisable and communicative system with minimum means. Just like their sales and service people, it gives clear answers to real world needs, in a warm and friendly way but without the unnecessary ornamental chit-chat.


As only a part of their audience is tech-savvy, the other relying mostly on word-of-mouth recommendations and experiences, the new website utilises proven UX/UI patterns and clearer information architecture but with lively copywriting and strong graphics to bring the brand to life in a direct way but also invite and steer the visitors to the physical shop.

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