Pile i vile

Five years since opening, it was perfect timing to consolidate a brand – we were approached to do just that for Pile i vile.

The first and only lifestyle shop and service for forest and garden work in Croatia, Pile i vile offers a custom-tailored approach and premium products. The company quickly established itself as a special place for all those who love working outdoors. Its playful name is a pun (meaning both chainsaws and hayforks as well as chickens and fairies), which was inspiring to work with.

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.

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 works strongly against striped backgrounds, together creating a very recognisable and communicative system with minimum means.

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