In reshaping the visual identity for Erjavec Kitchens, a company deeply rooted in tradition, the challenge lay in persuading the owners to embrace a fresher, cleaner, and more modern design aesthetic. With a rich history, convincing them to depart from the familiar and elevate the brand to a more luxurious status was no small feat.

The redesigned logotype draws inspiration from the company's legacy, retaining the essence of wooden ties forming the letter E from the original logo. However, the approach underwent a significant transformation, now presented in a more refined and communicative manner. The evolution is not just a departure from the basics; it's a strategic step towards projecting a more sophisticated and upscale image for Erjavec Kitchens. The design not only respects the company's history but also positions it firmly in the contemporary realm, marrying tradition with a fresh, luxurious aesthetic that speaks to the brand's enduring commitment to quality and craftsmanship.