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Our specialty is branding.

Our goal is to build strong brands through effective management of brand identity. Effective because it employs creative analysis and tested proprietary tools. Effective thanks to our continued collaboration with the artworld, whose tough critics of creativity ensure that our ideas stay fresh. And effective because we stay unconventional; we know the rules of building brand identity and we know when they deserve to be broken.
Our services cover all aspects of branding.

Brand Strategy - -

The first step of branding is positioning the brand, whereby identity is established on the basis of brand values and deep analysis of the categorial, competitive and cultural contexts. The Bakalie approach augments this process with visualization techniques, because we've discovered that here, too a picture is worth a thousand words. The non-linear, synthetic nature of imagery allows it to capture and convey elemental truths that initially resist verbal expression.

Naming & Verbal Identity - -

A good brand name is memorable, salient, easy to recognize and easy to pronounce; it communicates a relevant brand value or product attribute, suggests something about the brand's character and differentiates the brand from its competition. Ideally, the language and tone of a brand's entire communication fulfill these same criteria.

Visual & Sensory Identity - -

Everything you see. Or hear. Or feel. We design logos, interiors, markings, items of jobwork, websites, BTL materials and PR activities. We cooperate with the best designers. We create films, animations, music and events. We communicate through texture, sound, smell and motion. Product attributes are rational notions of branding which has to engage all the senses.

We manage the entire creative and excecutional process from analysis and inspiration to conception, production and implementation.
Our mission is to transfer the artistic spirit of design into branding.


A picture is worth a thousand words.

The non-linear, synthetic nature of imagery allows it to capture and convey elemental truths that often resist verbal expression. Since our beginnings, we have augmented the strategic process with inspiring visualizations. In time, these have grown into systematic, time-tested and universal tools.

Infographic coding of a brand's cohesive structure and symbolism. -

A fast-edit audit of brand identity. -

Brand anthropology captured in the features and expression of a CG face. Great for competitive analyses and visualizing a brand's before and after. -

A structured 4x4 moodboard where everything has a reason. -

A project management system so thorough?and so effective?we've had it copyrighted. -



Communication is only effective when it reflects the truth about a brand.

We believe that real beauty is on the inside, which is why we begin each project with a search for the truth behind the idea. The name of our company is Bakalie, which in Polish conveys the spirit of raisins or, better yet, cherries-on-top (literally the term refers to any type of fruit and nut one might add to a baked good) and stands for the importance of tasty, satisfying ideas in the iconic layer of brand identity. We strive for visionary, surprising solutions that add sweetness and make marketing that is anything but "plain."

Originis - -

First Bakalie - „Bakalie Elżbieta Skrzypek” was originally established in 2000. Then, following a number of changes it was transformed into "Studio Bakalie Sp. z o.o." (a limited liability company) in 2006. Ela and Magda, two alumni of the Warsaw Academy of Fine Arts were the founders and first Management Board members. From the very outset, Bakalie's major objective has been to apply synaesthesia and art to the world of branding. Today, the company is under new ownership and new Management yet the objective remains unchanged.

Involvement - -

Bakalie was amongst the founding members of the Brand Design Club. It is also a member of the SAR Marketing Communication Association (Stowarzyszenie Komunikacji Marketingowej SAR) and the Graphic Designers Association STGU (Stowarzyszenie Twórców Grafiki Użytkowej). Bakalie often gets involved in art and pro bono projects.

Character - -

We believe in innovation, responsibility, integrity, working together and the power of first impressions. We highly value kindness, unpretentiousness, openness and boldness.




Polska 2030 Chancellery of the Prime Minister of Poland - 2009

To create an extensive long-term nation development report layout.

Clear form adapted to the serious role which a national document plays. Large amounts of information presented in the form of diagrams and tables. Each of the 10 sections has a different colour, which increases the functionality of the report.

Have you got a PLan to return? - 2008

Preparation of a Polish government informational campaign for Poles returning home.

Simple and meaningful communication, based on symbols characteristic for Poland. The entire message is maintained in a white-red colour code. Action logo – stork setting in a nest symbolises not only the return home, but also an inseparable element of the Polish landscape. Campaign elements: “A Returner. Navigation for returning migrants” guide, website, TV spot, press and internets advertisements.

Tatry National Park - 2008

Improve communication between Park employees and tourists through the preparation of a new communication strategy and visual identification of the Park.

The Tatry National Park, as the first national park in Poland, subjected its brand to thorough analyses and decided to refresh its image, using such values as openness and usefulness. The project covers a visual communication and TNP brand repositioning strategy, preparation of new designs for all corporate materials, information boards and direction signs, as well as a new layout for the Park website.

eco Estrella - 2016


Projekt logotypu oraz strony www dla projektu inwestycyjnego w… rajskiej Brazylii.


Przenieśliśmy się (niestety tylko wirtualnie;-) pod równik, by opisać potencjał 7 km rajskich plaż, tropikalnej flory i fauny, ciepłego oceanu, 300 dni słońca i lekkiej bryzy. Dziewiczych terenów, idealnych do uprawiania sportów, które pozwalając uciec od świata, nie są od niego odcięte.
Powstało logo symbolizujące ciepły wiatr wśród liści rosnących przy rajskiej plaży, kokosowych palm. Przywodzące na myśl kolibry, rozpostarte na wietrze kite’y, dobrą gwiazdę. Dynamiczne formy podkreśla pełna optymizmu, światła i przestrzeni paleta barw.

e-learning - 2015


Zaprojektowanie logotypu wraz z rozbudowanym SIW dla czołowej marki e-learningowej w Polsce.



Lapidarna, łagodna, organiczna i syntetyczna forma przetworzonego „e” jest metaforą dialogu, myśli, pytania i odpowiedzi. Kojarzące się z interakcją i wymianą myśli, ciepłe, eleganckie w formie i nowoczesne „e” wpisane jest w logotyp. Z łatwością może ulegać transformacjom, bardzo kreatywnie charakteryzując świat marki i tworząc spójny, pełen życia i optymizmu, dynamiczny system identyfikacji.

Arctic Paper - 2007

Create an image campaign and informational bulletin.

Amid growing competition and continually low brand awareness among paper users, we developed a strategy aiming to strengthen the Arctic Paper brand on the Polish market. Following a brand audit, we determined the brand's most competitive unique characteristics. Thus, we were able to propose what proved to be an effective multimedia promotional operations plan, which included an in-depth mood film that expressively depicts the art of paper manufacturing. We also developed event scenarios tailored to Arctic Paper clients with ideas for competitions that stimulate the imagination and designs for one-of-a-kind gadgets that help people in their everyday work and make them remember the entire range of paper products by Arctic.

French Institute in Warsaw - 2007

Create the new visual identification for the French Institute in Warsaw.

The new brand image of the French Institute was to reflect the organization's values by communicating an enticing cultural programme aimed at the most demanding recipients. With a logo that has been around for years, we knew that we could break some rules in creating the new identification. Our solution merged continuity with new, dynamic expression. The basic medium for disseminating information about the Institute's operations is an event calendar brochure, colour-coded to convey the diversity of the Institute's offering and to classify events in a functional, orderly and minimal fashion, referring people to the Institute's website for more information in order to keep the brochure clear and navigable.

City of Pruszków - 2007

Create the logo, promo folder and visual communication for the city of Pruszków.

In recent years, the theory behind brands and brand strategies has been increasingly applied to countries, regions and cities. Pruszków turned to us for help in developing and communicating its new image. Following an analysis of the most relevant characteristics of the Pruszków brand, we designed a logo that hints at the city's new cycling track, already a regarded new mark of the city. Thanks to its connection to sport, this symbol brings to mind the principle of fair-play, so important to the city's desired image. We produced a brand folder that presents the vital statistics on Pruszków in an orderly fashion and constitutes a beautiful photo album that captures the city's unique atmosphere and conveys the advantages of living and investing in Pruszków.

Dobry Klimat dla Rodziny - 2013

Dolor Lorem

Danone - 2007

Design the CSR Operations Review.


Faced with the task of presenting a huge amount of information (including statistics, diagrams, processes and employee testimonials) in an accessible and attractive form, we divided the material into categories, to which we assigned different, complementary graphic styles. Thus, the reader would be able to distinguish the type of information presented at a glance. The publication was to reflect two crucial issues for Danone: the fact that it is an environment- and human-friendly company; and the fact that its mission is ongoing. So, to stress the human touch and the work-in-progress aspect, we gave the Review a notepad format, with the inclusion of handwritten notes and amusing drawings instead of the typical boring infographics.

Województwo Lubuskie - 2010

Develop and implement a long-term brand management strategy for Lubuskie Province, including a controlling system for 2011-2016.

The brand strategy was developed in stages. Strengths and weaknesses of the region were identified during the first stage of the project based on extensive surveys. Then, the values and personality of a “Lubuskie” brand-to-be were developed. Another step was to single out associations with the region based on the survey. These associations were the grounds for the initial concept of the brand. The concept was finally shaped following further surveys and consultations. The new slogan “Lubuskie worth your while” and the new logo were created based on respondents preferences.
Studio Bakalie have also developed the Brand Book and the strategy implementation scheme up until 2016.

The National Health Program - 2010

To create visual identification for the educational program of the Ministry of Health. The National Health Program is to reduce inequality and improve the quality of life in Poland through an improvement in health.

The logo depicts protective nature of the program and its dynamic spatial form indicates continuous process and consistent actions. Light, modern, clear and logical layout is the extension of the logo concept. Major objectives for specific programs are represented by pictograms inspired by the logo.
Scope of the assignment: Logo and corporate identity manual, design and layout of strategic document and promotional materials.

The Copernicus Science Centre and ECSITE FREEDOM Conference - 2011

To develop comprehensive visual identification for the conference, expressed in universal, cultural, scientific and educational aspect.

We have selected a fractal to depict the subject. Its essence is about infinite depth which unveils new faces. Just like freedom. It may be defined and discovered by anybody, for each situation and always as a new phenomenon. We were inspired by the Sierpinski fractals to emphasize the Polish input.
The materials (including leaflets, agenda, printouts, tags, bags and highly extended information system in the CNK building) that have been created are consistent extension of the fractal concept. For example, the leaflet is a fractal in both graphical and as far as unfolding is concerned. The unfolding involves the process of getting deeper into the meanings of freedom.
Unusual solutions enhanced the message and were enthusiastically accepted.

Politechnika Warszawska – identyfikacja wizualna - 2012

Opracowanie identyfikacji wizualnej, wypracowanie materiałów graficznych o wysokim stopniu oryginalności, niepowtarzalnych i z wykorzystaniem unikalnych elementów graficznych. Do realizacji zadania zostaliśmy wybrani w trybie konkursu projektów.

Inspirowany nauką, techniką i architekturą żywy key visual, z założenia ma ulegać przekształceniom. Jego konstrukcja opiera się na prostopadłościennych formach, tworzących iluzję przestrzeni, wynikającą ze swobodnego przemieszczania i przenikania się poszczególnych elementów pokazanych w aksonometrycznych rzutach.

Visual jest dynamiczny i żywy, kolorowy i nowoczesny. Obraz wzorowany jest na sztuce współczesnej oraz języku wizualnym współczesności. Każdemu wydziałowi została przypisana indywidualna forma oraz paleta kolorów złożona z koloru wiodącego (wydziałowego) i kolorów dopełniających.

W ramach projektu opracowaliśmy materiały informacyjne i promocyjne oraz stronę www uczelni.

Centrum Nauki Kopernik Genesis - 0000

Opracowanie koncepcji komunikacji Projektu GENesis – cyklu poświęconego osiągnięciom biotechnologii. Symbolem powinna być owca Dolly.

Stworzyliśmy system, który bezpośrednio nawiązuje do GEN(etyki), a którego język wizualny pozwala na nieograniczony rozwój. Opiera się na graficznym nawiązaniu do mapy genomu. Mapy genomu są dla genetyków formą uporządkowania genów w nici DNA. Kolorowe prostokąty na okręgu lub w poziomych pasach, to zestaw składowych wybranego genotypu.
Przechodząca wiele mutacji idea mapy genomu, ma w komunikacji wizualnej cyklu wiodącą rolę. Postać owieczki schodzi na drugi plan, ocieplając komunikację.
Rodowód i spójność systemu podkreśla zarówno kolorystyka jak i nietypowe rozwiązania formalne oraz introligatorskie. Kalendarium projektu, materiały edukacyjne, ulotki, wszelkie druki itd. mają formę koła lub mocno wydłużoną.

demosEuropa - 2012

Stworzenie projektu rebrandingu marki demosEUROPA – Centrum Strategii Europejskiej.
Idea pogłębionego liftingu logo wywodzi się z jego zastanej formy (słońce) oraz logiki i złożoności, zaskakującej prostotą rozwiązań sztuki origami. Jest otwarte na nowoczesność, ilustrując wielopoziomowość, wielowątkowość i złożoność dzisiejszego świata.
Nowa identyfikacja wizualna marki to nowoczesny i dynamiczny system wizualny, z którym utożsamiają się założyciele Fundacji oraz jej pracownicy.Przejrzysta, syntetyczna, a przez to mocna komunikacja efektywnie i efektownie wspomaga profil oraz cele eksperckie, edukacyjne i badawcze fundacji.
Dla zachowania spójności materiałów wizerunkowych Studio Bakalie pełni rolę opiekuna marki demosEUROPA.

UOKiK konferencja ICN - 2013

Konstancin - 2015


Projekt logotypu oraz opracowanie systemu identyfikacji wizualnej Konstancina-Jeziornej, promującego turystyczne atuty miasta.



Logotyp wielowarstwowo opisuje atrakcyjność eleganckiego miasta z tradycjami, niepowtarzalnego zarówno z powodu walorów kulturowych jak i przyrodniczych. Litera K, stylizowana na wszechobecny w konstancińskiej, zabytkowej architekturze ornament, organiczną formą przypomina uzdrowiskową kroplę wody, aktywność ptaka w locie, czy liść, symbol rozwoju. Można w nim, jak w wycięciu ornamentu, dojrzeć duszę Konstancina. Rozbudowany SIW jest kontynuacją ornamentalnego oraz emocjonalnego portretu miasta, od sygnalizacji miejskiej po reklamę wizerunkową czy stronę www.


Piotr Domownik - Executive Director & Członek Zarządu

Client Service - 601 225 291

PR - 601 225 291


Bakalie for Health - 2011-02-01

We won the contest organized by the Ministry of Health for the development of visual identification for the National Health Program.

The objective of the Program is to bring together the efforts of society and the public administration to reduce inequality and improve the quality of life in Poland through an improvement in health.

Logo, document layout and promotional materials were developed for the assignment.

The new logo is to emphasize the protective nature of the program. The logo was followed up by a document layout, which graphical design reflects the potential incorporated in the logo.




Freedom for CSC - 2011-01-25

How do you depict something that may not be captured? How to show the multitude of faces that freedom has? Freedom. What is it? Are there any limits to it? When is it an opportunity and when is it a trap?

We faced a great challenge and… our concept was successful. We were awarded an assignment to develop the visual identification for the ESCITE Annual Conference that will be hosted by the Copernicus Science Centre in May 2011.

Freedom in both, human and scientific and educational aspects, will be the leading theme of the Warsaw conference to be attended by the science and education community representatives.

We have selected a fractal to depict the conference subject. The fractal is an infinite, self-similar and dynamic shape, which depending on the magnification scale keeps revealing new forms. Its essence is about infinite depth which unveils new faces. Just like freedom. It may be defined and discovered by anybody, for each situation and always as a new phenomenon.

Fractals discovered by Polish renown mathematician Wacław Sierpinski were used in the creation to emphasize Polish input (as the conference organizer). These are the Sierpinski carpet and triangle, which interestingly, also inspired Salvador Dali to create his “The Face of War”.

The fractal is a very grateful and rewarding graphical shape that may be stunningly developed.

See our first creations on


Bakalie for Poland once again - 2011-01-20

We have been requested to complete another assignment for the Office of the Prime Minister (the KPRM).
Our new challenge was the visual identification of the campaign for the 3rd anniversary of the office of the prime minister Donald Tusk.

The logo, expert’s report layout and promotional materials were developed for the campaign. Our assumption was to create a system that reflects the government’s innovative approach to the public opinion communication issue.

The logo depicts a simplified incremental column graph accompanied by innovative typography. The symbolic nature of the logo relates to the content of the document presenting the 3-year results of the government’s activities. The applied colour scheme emphasizes the communication.

“Poland 2010” is the second expert’s report with the layout created by Bakalie for the KPRM. Initially, we have graphically developed the strategic governmental report „Polska 2030”.


Do we build properties? - 2011-01-15

As a result of a bidding contest Bakalie Branding Studio was selected as a contractor to develop a visual identification system for the Agricultural Property Agency (ANR). This assignment increased Bakalie’s portfolio by another public sector institution.

Our objective was to create a simple and clear system that was easy to apply on a day to day basis by the Agency’s personnel. Its light and elegant look was to create a modern and professional image of the ANR.

Firstly we slightly refreshed the logo by determining clear associations between the graphical design and the name, and by reviving the colour. The symbolism of the brand has been supplemented by an additional colour and graphical elements. The brand differentiator is a simplified survey map that briefly informs of the scope of Agency operations. This component has been also applied in communication materials such as business cards, letterhead background, press advertising, etc.
The new visual identification system was described in the brand book that we have developed for the Agency.



Xmas star - 2011-01-01

Turn the sound on and click to see the Xmas star


Xmas star - 2010-12-24

Turn the sound on and click to see the Xmas star


Chopin Airport in Warsaw - 2010-09-05

Site plans designed by Bakalie have been in use at Fryderyk Chopin Airport in Warsaw for few months now. The Warsaw Airport is under constant redevelopment. We personally experienced this during our work on the plans. We did our best to align our design with the changing environment. Therefore the design was developed as the development of the terminal was progressing.
Our objective was to improve the functionality of the site plans and assure a remarkable design. This is why the fundamental airport functions such as airport services, cafés and restaurants, shops and services have been color-coded on a black background. Now, vivid colors and shapes that mark various functional areas make it easy to navigate around the airport. The extension of printed plans is an interactive plan based on the same graphical concept, however with 3D animations added. Moving objects visualize the terminal area and allow the selection of any required information.
Take a tour of the terminal and enjoy the navigation!


fullscreen version:


Tatra Academy (Akademia Tatry) - 2010-09-05

The logo of the Tatra Academy (Akademia Tatry) has also come about from our cooperation with the Tatra National Park (Tatrzański Park Narodowy). The Tatra Academy is the Park’s new educational undertaking. The purpose of the Academy is to increase the awareness of nature amongst the Park's employees and residents of the zones adjacent to the protected areas.
The logo is associated with the visual identification of the Park and as such forms a TPN’s sub-brand. It depicts a book inscribed in a circle. Pages of the book are shaped to form mountain peaks. The educational materials making up the identification system for this sub-brand will be presented shortly.


Akademia Tatry


Lubuskie – worth your while! - 2010-05-13

Work on the marketing communication strategy for Lubuskie Province has been successfully completed. As a result of nearly six-months of effort the new >Lubuskie< brand has been created. Strengths and weaknesses of the region were identified during initial stage of the project. Then the values and personality of a >Lubuskie< brand-to-be was developed and three positioning suggestions were investigated. The strategy, logo, manual and some other items of visual communication :-) were created based on the information gathered. The new Lubuskie Province brand was launched on May 13 during a gala held in the column hall in the Office of the Marshal in Zielona Góra. The reception was very enthusiastic. Marcin Jabłoński, the Marshal emphasized that it is necessary to have a brand to cater for current market demands. New brand, be successful!



New Żelazowa Wola - 2010-05-05

We made it! A section of the new decoration for the manor in Żelazowa Wola was arranged in an extraordinary pace. A non-standard print technology on large-format glass planes was a challenge for our designers. We hope that the Chopin Year will be a good opportunity for you to visit Żelazowa Wola. Come and see it!




Bakalie - branding patron - 2010-01-05

Branding studio Bakalie has become the branding patron for demosEUROPA - an independent international think-tank providing insight into EU institutions, operations and policies, and domain fund - an initiative stimulating investment in web domains. A special long-term package with favourable terms has been offered in return for the Bakalie logo being featured on demosEUROPA and domain fund visuals.

Straight to the Terminal - 2009-12-15

Bakalie branding studio has signed a contract for the design of the site plan of Fryderyk Chopin Airport in Warsaw. The creative design developed by Bakalie defeated nine other competitors in the contest arranged by the Polish Airports State Enterprise (PPL). The site plans to be designed by Bakalie will be placed in a number of locations in Warsaw airport and its proximity. They will also be available as an interactive tool on the airport’s website. Designs created by Bakalie are the best evidence of the art of design being useful and possible to apply in the service segment.

Lubuskie under the Wings of Bakalie - 2009-11-19

Studio Bakalie was recently awarded a contract for the development of the brand management strategy for Lubuskie Voivodship. Bakalie defeated Eskadra Group in the last stage of the competitive dialogue. The half-year long project will cover a marketing study, development of a communication strategy, and a visual and verbal brand identification consistent with the strategy. The new brand implementation plan will complete the project. This is another assignment that Studio Bakalie will carry out for local administration. Up until now, Bakalie has completed the works for Śląskie Voivodship, Legionów Poviat and Borough of Pruszków.



Calendar time - 2009-11-19

We have designed a series of calendars for the Polish Security Printing Works (PWPW S.A.). The leading theme of the works is the 200th Anniversary of Fryderyk Chopin’s birth. The innovative layout design incorporates graphics from a new limited edition Polish passport issued by PWPW S.A. that demonstrates the capabilities of the PWPW S.A. in respect of e-passport production. The layout is made up of simple geometric shapes that form a mosaic photograph. Meticulous graphical arrangement corresponds to a classical theme of the calendars and the PWPW S.A. mission.

Bakalie for Poland - 2009-06-17

On 17 June, the Library of the University of Warsaw hosted an official inauguration of a crucial governmental document – the Poland 2030 report. The event was particularily important for Studio Bakalie, which had the privilege to design the document’s layout. The report has a clear and legible form, quite fitting for a publication of such importance.


Poland 2030 is the first serious attempt at creating a true strategy of development for our country, one that’s based on real priorities”, Prime Minister Donald Tusk said today, and added that the document detailed the objectives Poland should reach by 2030 in order to catch up with developed countries.



We design for the Ministry of Environment - 2009-05-30

We have completed the first stage of works for the Ministry of Environment, our next institutional client. The scope of works covered logo lifting and design of new elements of visual identification. Within the following stage of cooperation we will design promotional-informational materials, i.e., company papers, e-mail messages, multimedia presentations, ecological bags, stands, roll ups.


The modern logo for the MoE proposed by Bakalie Branding is based on a sign and depicts relations between elements of the environment. While designing the logo, we integrated the letters “M” and “Ś” (Ministry of Environment – Ministerstwo Środowiska) with the landscape, we referred to mountains, fields and rivers. The new identification system is very accessible, emphasises the educational role of the MoE. The colour code we proposed is very dynamic and lively. The emerging identification system is based on elements hidden within the logo.

In the skin of a deaf and blind - 2009-05-05

The issue of a quickly spreading virus is very up-to-date. In opposition to the deadly variant from Mexico, the one created by Bakalie Branding Studio carries nothing but good.

In the framework of the 1% campaign conducted by Bakalie for the Deaf and Blind Help Association, apart from traditional carriers, the studio focused on an unconventional method for reaching the receiver – virus marketing. Bakalie Branding Studio is responsible for the artistic concept and screenplay. The ViViral Visual Virus Marketing Agency has undertaken to conduct the viral campaign.

The film was made in the spirit of the campaign – it causes anxiety, reflection, and finally empathy of the viewer. At first, a rough, unsaturated approach of the film suggests negligence in the production process, but noises, cracks, flashes and blurs have not found their way to the viral by accident. They make it possible for the viewer to experience the world of a deaf and blind person and understand his/her real needs.

The film appeared on on March 31. Within a month, it has been viewed by 560 users! Considering the fact that this is a niche production without the participation of any stars, this is a very good result. For comparison, “Equal Chances” of the Batory Foundation has been viewed 209 times over three months and the UNICEF campaign has been viewed 550 times over two months. Furthermore, a proper “5 cell” distribution tactic and strengthened buzz marketing resulted in discussions concerning the film on forums and blogs.


Bakalie in the newspaper - 2009-04-20

In “Kultura”, the Friday supplement to the Polska-Europa-Świat daily paper, we found many warm words concerning the works of our Studio. Honey to the ears!


Happy Easter - 2009-04-09

Bakalie captured the Castle - 2009-04-06

Last Friday, the Centre for Contemporary Art was quite crowded. The 4th Annual Exhibition of the Commercial Design Creators Association preview was held. At the exhibition, it was possible to see current works of as many as 40 participants from all walks of commercial design: logotypes, visual identification, posters and internet graphics. Such an up-to-date and complete presentation makes it possible to become acquainted with the newest trends in commercial graphics. The leading theme of this year’s exhibition was design of logotypes and visual identification… so, something perfect for our studio! Come and visit!

Centre for Contemporary Art, Ujazdowski Castle
Jazdów 2 Street, Warsaw
The exhibition is open from April 3 to 17




In order to see you better... - 2009-04-01

Non-governmental organisations increasingly often take advantage of expert support in the field of communication. Friends of the Deaf and Blind Society (TPG - Towarzystwo Przyjaciół Głuchoniewidomych) asked Bakalie Branding Studio to cooperate on the realisation of the 1% campaign.

The TPG 1% campaign is based on the “In order to see you better and hear you better, I need 1% of your taxes” slogan. Central figures of the campaign are TPG members – persons with an impaired sense of both sight and hearing. The creation is based on a seemingly incorrectly focused photo. The face of the person portrayed is partially covered – his eyes and ears, which causes the viewer to feel anxiety, reflection and finally empathy. Additionally, a part of the barrier dividing central figures of the campaign and viewers is shown: a yellow stripe which imitates an easily removable adhesive tape. The decision is yours. Giving 1% of your taxes, you bring down barriers in everyday life of those blind and deaf.


Towarzystwo Pomocy Głuchoniewidomym is a Public Benefit Organisation. The Society strives to satisfy the individual needs of those under its care in the scope of contacts with surroundings, education, rehabilitation, supply of special equipment, employment and social conditions, as best as possible. One of the goals of the Society is also conducting popularisation campaigns in wider social circles, connected with problems of deafness and blindness.

Always within reach - 2009-03-14

Specially for the Arctic Paper company, we have created an innovative medium for the Munken brand. A functional and original in form typographic template is used for promotional purposes of the types of Munken paper. Design works for the Munken brand are a very rewarding task. It is generally known that Munken is associated with quality designs and unconventional solutions.

We proposed the structure of the template, slogan and arrangement of entire piece. The template consists of over a dozen of typefaces, both classic and those less popular, with examples of their use. Furthermore, the template makes it possible to compare three Munken graphic papers – Pure, Lynx and Polar.

Upon our proposal, the template took on a triptych form. Each of the three parts is presented on a different type of paper. The first one, “Type 2 Play,“ is an invitation to fun and games and experimentation with different types. The second, “Time 2 Type,“ has an educational function. It presents 15 kinds of type, with their origins, a short history and information about the author. Here, next to each type we designed a poster which reflects the nature of the given type. The third part of the publication, “How 2 Type,“ plays a referential role. Here, one can find examples of publications with all presented earlier typographies.

We remained faithful to our Client’s slogan: “Designing is our nature” and we focused on the values most important to him: design, nature and quality. Feel free to use the new template!

Bakalie Branding Studio has also conducted an audit and a comprehensive image campaign for Arctic Paper. Works included the creation of a contemplative film about the art of making paper, event scenarios for company clients, unique gadgets and an informational bulletin.

Bakalie breathed new energy into Silesia - 2009-02-17

The Silesian Province can show for new promotional materials! It has at its disposal an informational folder designed by Studio Bakalie. Modern content emphasises the flagship value of the brand – positive energy and a rich tourist offer of the province. Photos are the essence of the innovative form – the main energy comes from them. Figures of young people having fun are displayed. In order to reinforce communication with an additional dose of energy and to direct it straight to the receiver, we introduced an auxiliary slogan – “Participate”. It is to encourage receivers to spend their time actively and to open up for new experiences. Soon, in all of Poland there will be posters and image flyers, and at the province boundaries attractive gates will be erected. Studio Bakalie has also designed the layout for a multimedia presentation, new graphic design for the promotion CD packaging, conference wall, etc.

While designing promotional materials for the Silesian Province, we looked at four sub-brands of the province, represented by the motif of four coloured waves (logotype element). A different colour, characteristic wave colour and pictogram is ascribed to each of the sub-brands. In this manner we alluded to the division into active, sacral, industrial and cultural tourism defined by the client. We are convinced that the new face of the Silesian Province will draw even more tourists and investors to the region.

The Silesian Province is located in southern Poland, at the junction of Silesia and Małopolska, two culturally and historically very different parts of the country. The biggest cities in the province are Katowice, Częstochowa and Sosnowiec. Geographically, the Silesian Province is a part of Silesian Upland, Jura Krakowsko-Częstochowska, Oświęcim Valley and Beskidy Mountains, for which reason it is willingly visited by tourists.

Have You Got a PLan to Return? - 2008-12-05

In London, on November 24, Prime Minister Donald Tusk, during his meeting with the Polish Diaspora, launched an informational program named “Have You Got a PLan to Return?” The government has asked Bakalie to work on this project. So far, in the framework of cooperation, we have created a logo, website and guidebook, TV commercial and other forms of advertisements (including guerrilla marketing).


The program is aimed at persons returning to Poland from emigration and its purpose is to provide them with practical information, among others, in the fields of law and administration. Bakalie Branding Studio has prepared a comprehensive campaign image – visual setting and copywriting materials. The communication is simple and expressive, it is based on symbols characteristic for Poland. The entire message is maintained in a white-red colour code. The logo of the action – a stork landing in a nest, symbolises not just the return home, but also constitutes an inseparable element of the Polish landscape. Both the informational guidebook “A Returner. Navigation for Returning Migrants” and the website are organised in the form of practical answers to questions placed as a result of analysis of problems which persons returning to Poland from emigration have to face.
Soon, a TV commercial will be broadcast. It is an animated film  showing a stork returning from Great Britain to Poland. The bird symbolises an emigrant returning home, who not only has to cover the distance separating him from home, but also has to answer various questions and face many formal problems. The “Have You Got a PLan to Return” action answers these questions and is to help the Diaspora return home.





New on its way… - 2008-11-03

Studio Bakalie is now growing even stronger with Piotr Domownik becoming a new member of the management board and the managing director. He has been running Studio Graficzne FILE (Graphic Design Studio) for 14 years now. FILE has created a number of works for customers such as Polkomtel (Plus and SimPlus brands), Vettenfall, Dupont and SPEC (Warsaw Heating Company). Piotr Domownik is a cross country rally driver in his free time. He has competed in the Polish Cross Country National Championship for Off-Road Vehicles (Rajdowe Mistrzostwa Polski Samochodów Terenowych), winning the championship in 2007 ( This is how he looks in action :-)


New brand- powiat legionowski. - 2008-08-25

The Legionowo district is another Polish territorial unit which is building its brand. In the beginning of April of this year, authorities of the Legionowo district which is a part of the Mazowieckie province, launched cooperation with the Bakalie Branding Studio. The agency's task was to prepare a marketing communication strategy, develop a logo and a visual identification system for the district. A communication strategy has already been prepared and work on the visual identification system is at its final stages.

The communication strategy and band positioning concept have been developed on the basis of an analysis of the surrounding areas and strategic workshops staged jointly with district office administration employees. The unique qualities which the district wants to communicate are: security, clean environment, high standard of living of citizens. A positioning slogan has been defined: “The Legionowo district is a safe, green district.”
The district’s logo also refers to the region’s qualities. Bakalie Studio Brandingowe proposed a visual identity concept based on colours and shapes referring to associations with nature, green woods, water, but also active recreation and safe and convenient living.

With the open approach of the district's authorities to the idea of territorial branding and with the active cooperation of the agency and the client, we believe the brand will be implemented correctly and consistently with its strategy.

The project for the Legionowski District is yet another assignment successfully completed by Bakalie Branding Studio for a local government body. So far we developed a visual communications strategy for the Śląskie Region; a logo, promotional folder and image video clip for the Pruszków City Authority and a rebranding project for the Tatra Mountains National Park.

The Legionowski District, created on January 1, 1999, is located in the central part of the Mazowiecka Lowland. It consists of five municipalities: Legionowo, Serock, Jabłonna, Wieliszew, Nieporęt. From the west, the District borders on the Nowodworski District, and from the west on the Wyszkowski and Wołomiński Districts; from the north on the Pułtuski District, and from the south on the city of Warsaw. The 39278 ha district has nearly 96 000 residents, 50 000 of which in the town of Legionowo itself. The District's chief asset is the Zegrzyński Reservoir - an artificial lake that is a popular recreation spot.

Bakalie Branding Studio for the NATURE 2000. - 2008-08-13

A social campaign with the slogan “Viva la Nature!”, promoting the goals and creating the image of the NATURE 2000 environmental program has started. The goal of the campaign is to make its recipients aware that nature is a common good. The European NATURE 2000 program’s aim is to protect the floral and animal population, as well as to regulate human actions in fields covered with the program.



The management of the Tatry National Park, one of the largest areas in Poland to be included in the NATURE 2000 program, together with Bakalie Branding Studio, have prepared a social campaign popularising the program. The campaign was designed to be presented on outdoor carriers and the project will have its final with a series of events to be organised in the Park, on August 23-24.

The project financed by the National Fund for Environmental Protection is another joint initiative of the Tatry National Park and Bakalie Branding Studio for NATURE 2000. So far, the agency and the Park cooperated in the development of a new communication strategy and visual identification of the TNP brand.

During a press conference held on Tuesday, August 12, in Warsaw, the Vice Minister of the Ministry of Environment, Maciej Trzeciak, and Director of the Tatry National Park, Paweł Skawiński, said the following about the campaign:

“From billboards presenting photos of beautiful Tatry landscapes chamois and bears were erased. A white spot was left. The campaign is to make people aware that without protection, these animals may disappear,” emphasised Maciej Trzeciak.

“Tatry are in the most westward point in Europe, where great predators live next to each other: the bear, lynx and wolf. This is characteristic of Poland, which knows how to care for wildlife,” said Paweł Skawiński.


“We want to bring everyone’s attention to the value of the Nature 2000 program and to how much we can lose, if we fail to pay proper attention to our behaviour (...) The slogan “Viva la Nature!” could replace the one which has been in use for a long time “Let’s protect our mother nature,” convinced Skawiński.

The first two billboards, with white spots after the chamois and bears, have already been placed in 110 spots in the country. Before winter, in November, the campaign will increase in scope. More billboards will added, according to Skawiński, with even more shocking content.

Minister Trzeciak emphasises that the Nature 2000 promotional campaign is to change its image which is usually associated with protests connected with road construction or blocking of investments. “Nature 2000 helps to protect the most beautiful areas and makes it possible to run investments without hurting nature. I know this area very well and I know what has to be done in order to protect these valuable landscapes and make it possible to use freeways and fast railway connections. These two things can be reconciled,” he said. (PAP)

The European Nature 2000 Ecological Network is a system aimed at the protection of endangered elements of biological diversity of the European continent, implemented since 1992, in a cohesive manner in terms of methodology and organisation, in the territory of all member states of the European Union. The aim for the creation of the Nature 2000 network is to protect both endangered natural habitats and species of plants and animals on an European scale, as well as typical, still commonly found natural habitats.

The Tatry National Park covers an area of 21 164 ha and is one of the largest national parks in Poland. It was created in 1954, but efforts to cover the Tatry range with protection were made as early as in the 19th century. TNP protects the only one in Poland alpine mountain range. The richness of landscape is coupled with the richness of the plant and animal world. Tatry National Park is open for tourism, mounting climbing, speleology and skiing. Due to the unique nature of this high mountain area, in 1993, Tatry National Park was included in the UNESCO Biosphere Reserves list. It is also a part of the Nature 2000 network.

Journalist visit at Bakalie. - 2008-07-28

In the framework of preparations for the Face to Face conference, our Studio was visited by a delegation of German journalists focused on design and its links with entrepreneurship. During the meeting, there was a presentation of Bakalie’s history and projects, which met the journalist’s interest.


photo: Tina Weber

Journalists Barbara Höfler, Tina Weber, Juliane Grützner and Ilona Koglin represented such titles, as:


AIR Magazin,

Design Report,

Frankfurter Rundschau

and PAGE magazine.

The Face to Face conference, the main goal of which is to initiate contacts between designers, architects and entrepreneurs from Poland and Germany, as well as to establish lasting cooperation networks between them, will be held on October 23-25, in Ludwigsburg near Stuttgart.

Bakalie for the Tatra National Park - 2008-06-12

Our Studio has prepared a new communication strategy for the Tatra National Park brand. Caring for the wellbeing of the Tatra wildlife and tourists visiting this only one in Poland alpine area, the management of the Tatra National Park has undertaken actions aimed at the improvement of communication between employees and tourists. Our branding agency, the Bakalie Branding Studiu, has been asked to help with the creation of such a new strategy.

The Tatry National Park is the first national park in Poland to have its brand deeply analyzed. It decided to refresh its image using such values, as openness and usefulness. Bakalie created a rebranding strategy and a visual communication strategy for the park brand. At present, work is almost completed on the TNP visual communication system. This comprehensive project covers a brand repositioning strategy, designs of all corporate materials, information and direction boards, as well as the layout of the new internet website of the park.

The brand strategy has been prepared by the Bakalie Branding Studio using original strategic tools, such as QUAD and BrandTree. The Tatry National Park, covering an area of 21 164 ha, is one of the largest national parks in Poland. It was created in 1954, although attempts had been made to grant the Tatry mountains protection since the 19th century. The TNP protects the only in Poland mounting range of alpine characteristics. The richness of the landscape is complemented with the richness of the animal and floral worlds. The Tatry National Park is open to tourism, mounting climbing, speleology and skiing. There is a network of properly marked tourist trails, nearly 250 km in total length. Due to a unique character of the alpine area, in 1993, the Tatry National Park made the list of UNESCO Biosphere Reserves. It is also included in the Natura2000 network.

Bakalie invited to participate in FaceToFace - 2008-04-29

Our branding studio has been invited to participate in the exclusive “Face to Face. Poland meets Germany” project. Its main aim is to establish contacts between designers, architects and entrepreneurs of the two countries and to create lasting cooperation networks between them. To participate in this event, 10 designers from Poland and Germany were invited, who represent such artistic fields, as industrial design, visual identification, architecture, new media, brand development, packaging design, editing, graphics in public space, typography and photography.

We are designing for the National Film Archiv - 2008-04-09

For the sixth time now we have designed promotional materials for the “Silent Movie Holiday”, organized in Warsaw, by the National Film Archive. Our Studio prepared a uniform visual identification system and has been creating designs for the needs of this event since its first edition in 2003. Among graphic materials prepared for this year’s edition of the festival there are the designs of: posters, movie guides, flyers, press ads and banner.



The sixth edition of the “Silent Movie Holiday” will be held at the Warsaw “Luna” movie theater on 11-13 April of 2008.

We are designing for the Rossmann drugstore - 2008-03-26

We have prepared graphic designs of posters, as well as press, outdoor and indoor advertisements for different carriers. The designs will be promoting the “Treasure of Beauty Festival” organized by Rossmann brand shops. All works were based on a uniform visual communication strategy.

The design uses many photographs of women, as well as uniform flower motifs, inspired by the shape of the rose. The event will be held in eight largest Polish cities, from April until May.

Bakalie at the STGU exhibition - 2008-03-12

We would like to invite those interested to the STGU exhibition held at the Rondo Sztuki Gallery in Katowice.
At the exhibition one will have the opportunity to see many works of STGU members, and of course those of our agency, Bakalie Branding Studio.



Annual report for the Polish Postal Service - 2008-02-25

We have completed work on the Polish Postal Service annual report design. The report deals with actions undertaken by our client in 2006.We are presenting the effects of our work here, as well as on the portfolio tab. We would like to invite all interested to the coming STGU exhibition, where apart form this report we will be presenting may other projects.


Bakalie breathed new energy into Silesia - 2008-02-17

The Silesian Province can show for new promotional materials! It has at its disposal an informational folder designed by Studio Bakalie. Modern content emphasises the flagship value of the brand – positive energy and a rich tourist offer of the province. Photos are the essence of the innovative form – the main energy comes from them. Figures of young people having fun are displayed. In order to reinforce communication with an additional dose of energy and to direct it straight to the receiver, we introduced an auxiliary slogan – “Participate”. It is to encourage receivers to spend their time actively and to open up for new experiences. Soon, in all of Poland there will be posters and image flyers, and at the province boundaries attractive gates will be erected. Studio Bakalie has also designed the layout for a multimedia presentation, new graphic design for the promotion CD packaging, conference wall, etc.

While designing promotional materials for the Silesian Province, we looked at four sub-brands of the province, represented by the motif of four coloured waves (logotype element). A different colour, characteristic wave colour and pictogram is ascribed to each of the sub-brands. In this manner we alluded to the division into active, sacral, industrial and cultural tourism defined by the client. We are convinced that the new face of the Silesian Province will draw even more tourists and investors to the region.

The Silesian Brand project is another project which Bakalie Branding Studio is realising for a territorial self-government unit. So far, the company has prepared a visual communication strategy for the Legionowo District, a promotional folder and image film for the Pruszków City Hall and a rebranding strategy of the Tatry National Park brand.

The Silesian Province is located in southern Poland, at the junction of Silesia and Małopolska, two culturally and historically very different parts of the country. The biggest cities in the province are Katowice, Częstochowa and Sosnowiec. Geographically, the Silesian Province is a part of Silesian Upland, Jura Krakowsko-Częstochowska, Oświęcim Valley and Beskidy Mountains, for which  reason it is willingly visited by tourists.

Found in archives - 2008-02-11

While recently looking though our PR archives, I have found some materials which you my find interesting.

We are preparing a strategy for communication - 2008-02-04

Our branding agency, Bakalie Branding Studio, has been asked to prepare a visual communication strategy for the Silesian district. Using such tools as QUAD and GRAF, we have presented a new approach to visual communication strategy and values contained in the brand. The designs presented in the framework of the initial presentation, communicate such characteristics and values of the Silesian brand, as dynamism, inclination towards development and potential of people connected with the brand. An important motif presented in the image posters is the combination of the slogan with silhouettes of people who are encouraging others to visit the Silesian region. The visual communication strategy for the Silesian district is a comprehensive project connecting many fields with which the brand is at present connected. The main ‘Silesian’ brand has a number of sub-brands. Here, tourism is divided into 4 general groups: active, sacred, industrial and cultural. The new visual communication will cover all of these 4 elements. We have also attempted to change the “Silesian – positive energy” logo into something more energetic, while presenting the logo in a wider context. We have developed options of using the logo on various carriers, not just promotional materials, but also various living space elements.

Brands in starring role - 2008-01-14

Let us once again come back to events of 2007 and ask ourselves, which brand was seen most often in American movie productions. According to the website, it was Ford whose logo was present in 20 productions. Second came in Apple, with 13 titles, and Coca-Cola with 11, with BMW, Mercedes and NIKE coming in shortly after.

New branding for ZTM - 2007-12-10

In the framework of its operations for the popularization of visual culture and branding in Poland, Bakalie Branding Studio has prepared two visual identification proposals for the ZTM brand. A presentation with design proposals was relayed as a holyday gift. According to the authors’ concept, this design is to draw attention to the branding phenomenon and present ZTM Warsaw employees development possibilities for the company.

The first proposal shows how through minor redesigning procedures it is possible to make a more user friendly brand out of ZTM, as well have it represent such values as: dynamism, reliability, security, comfort and modernity. As a result of integrating of all elements of the system into one whole, the visual communication of ZTM becomes clear and coherent. At the same time, changes in the graphic layout contribute to the clarity of boards, maps and printed materials. Modifications implemented in the logo make it more dynamic, rejuvenate it and grant it a warmer reception. New ticket designs make it easier to ready necessary information and thanks to directional arrows it is easier to properly validate them. Symbols informing about tram and bus stops, as well as subway stations are stylistically uniform, which facilitates their identification. Time tables and line diagrams make it easier for travellers to chose their means of transportation. The authors have designed the system in such a way as to have the passengers identify themselves with ZTM and be proud to use the public transportation system. The slogan “Change transportation to public” is to additionally encourage them to use the public transportation system.

The second project deals with how far in the scope of effective and bold branding can the ZTM brand go. It is a modernistic presentation of a composition of graphic and typographic elements in a clear manner. In the project, three basic printing colours were used: magenta, cyan and yellow, as well as a number of geometric shapes refereeing to the urban lifestyle and graphic design of the ‘90s of the 20th century. This coherent visual information system will make it easier and more pleasurable to commute around Warsaw using public transportation. The new logo has been designed from scratch and is the key to new visual communication of the brand. Connection diagrams and timetables have been designed in such a way, so that no one would have problems with their interpretation. New ticket and monthly passes designs were prepared. Their layout and available information are clearer, as in the case of connection diagrams and timetables. As in the case of the first system, a uniform set of signs was prepared. Additionally, a humorous slogan was prepared: “I’ll take your place”. No decision concerning the implementation of either of the presented system was yet reached. The designs will be analysed in detail by the ZTM marketing division.

Bakalie for Totalizator Sportowy - 2007-11-29

Bakalie Branding Studio has designed posters for three coming consecutive editions of Zakłady Specjalne (Special Bets) of the Totalizator Sportowy lottery. Bakalie Branding Studio was chosen for this purpose following a contest.



Totalizator Sportowy is the largest company dealing with games of chance and lotteries in the Polish market. It is a company of the State Treasury. The Zakłady Specjalne lottery is quite unique among TS products, since all profits are donated to charity and significant social causes. The first drawing of the Zakłady Specjalne lottery took place in 1976. The lottery is held on occasion, a few times a year.



Bakalie Branding Studio has prepared a slogan and designs of posters which are to encourage people to participate in coming Zakłady Specjane lottery editions held in autumn, on St. Nicholas’s Day and Christmas. The action is aimed at building of the Totalizator Sportowy brand image, as a brand socially aware and participating in charitable activities.



Poster designs include photos of children and graphics depicting drawings of children. These elements emphasise the positive nature of the campaign. The authors made sure that the values of the Zakłady Specjalne brand are communicated clearly and effectively.




European Union and Combating Discrimination - 2007-11-06

Results of the “European Union and Combating Discrimination” 2007 European competition, Bakalie Branding Studio in competition jury.
“Ban on discrimination in the European Union” is a competition announced on July 30, 2007, in the middle of the European Year of Equal Opportunities for All, by Franco Frattini, Vice President of the European Committee and European Commissioner for Justice, Freedom and Security.
Children and youth from European Union countries, aged 12 to 18, participating in the competition, had time until October 31, to send in their posters illustrating the idea of combating discrimination in the European Union. All posters will be judged at the national level, then the best works from participating countries will be judged at the European level. Results for the Polish edition will be announced on November 20.
At the invitation of Róża Thun, Head of European Commission Representation in Poland, Bakalie Branding Studio was asked to join the jury. The Studio will be represented by Magda Małczyńska-Umeda.

Reality is not enough - 2007-10-15

Recently, the Second Life internet platform, widely described in the media, has become a true phenomenon. When visiting this website, we can become a true member of the virtual world society. Linden Labs, project creators, have formed a reality based on computer games and the real world. There, internet surfers from all over the planet have created a society imitating real life. When developing a new personality, we can become whomever we like and behave in a manner which would often not be acceptable in reality.
However, if Second Life is to truly offer another option of existence, it has to take various brands into consideration. And this is what interests us from the standpoint of branding. Practically all major brands, such as BMW, Mercedes-Benz, Reuters, IBM, as well as many smaller ones, have already found a place in SL. There, they set up company showrooms, offices and entertainment centres modelled after their real counterparts, often for the purpose of testing new products and services.

In Poland, the Play mobile operator set out to win influence in Second Life, “Przekrój” magazine opened its virtual editorial office and various media houses are launching their branches, in order to sell ad space in virtual reality. And the possibilities are undeniably very large. A good example is the third part of the “Grand Theft Auto” (GTA III) computer game, where so much advertising space is going to waste.

Computer game publishers have already drawn the right conclusions and stared selling advertising space in their newest productions. This seems to benefit both the players, who find games more realistic, and branding, which has a new field for development.

Branding for Poland - 2007-10-10

Our country is undertaking attempts to promote itself in the world, however unfortunately these actions bring on various results. We would like to get to know your opinions and comments concerning the issue of branding for Poland. Maybe the advertising spot broadcast on BBC and CNN will make you more familiar with this issue.

Alix, welcome in Bakalie! - 2007-10-08

We would like to present to you our new trainee Alix Bėrard, from the Paris Ėcole Intuit lab. Alex will be working with us and getting to know our country’s culture for the next four months.


One of Alix’s interests is making photos of faces. Here is a sample of his skills.

Puszków brand case study - 2007-10-01

From stereotypes to a strong brand.
In the recent years, both worldwide and in Poland, the idea of brand creation of countries, cities and regions has become popular. This idea caused mixed feelings among marketing experts who did not bode it much success.

They held on to the believe that the image of a country as a brand will be perceived only at the level of stereotypes and common beliefs. Such a way of thinking also assumed that a country or city is able to develop its image only through specific political, social and economic actions. Reality proved to be completely different. Such countries as Australia, Spain or Singapore have been able to create a credible and advantageous image of their countries as brands. It has become clear that a strong brand of a country is a strategic product on the market.
Until recently, in comparison with other Western European countries, Spain was considered to be backward. Now, thanks to an effective branding strategy, it created a strong brand of a rich country, open for other cultures and with favourable grounds for investments. This success was invaluably influenced by a skilful connection of promotional campaigns with large events organised in Spain, such as the Olympics in Barcelona in 1992. On the other hand, Singapore, as a result of its 2003 promotional campaign, was recognized as an international trade and business centre in Asia.

In the opinion of many experts, an example of effective creation of a city’s image as a brand is the German capital, Berlin, and its symbol of the bear. One cannot deny that the city has interesting history and that it brings about many associations. This creates many possibilities for the development of the brand, but the key to success turned out to be the cohesion of messages directed to the recipient and although the Berlin brand strategy draws from many sources, it remains clear. Another factor which positively influenced the effectiveness of promotional actions was the engagement in the project of artists from practically all countries of the world.
Our country is also promoting itself in the world. It has set itself a task of developing a recognizable brand. TV commercials aired on Western television, Polish culture festivals and a number of other promotional actions are aimed at presenting Poland as a modern country, which is not afraid to draw from its rich tradition and history. The coming years will prove, whether such actions are effective. A larger diversity of strategies and approaches to branding may be seen in the actions of Polish cities.
Officials from Cracow, Gdańsk or Warsaw perfectly understand that the current market situation requires them to reach decisions which would help to distinguish their city in the battle for new investments and financing sources. For promotional purposes, Cracow is using its numerous monuments, Gdańsk is associating its brand with the legend of “Solidarity” and political changes, Wrocław presents itself as a perfect place for investments. It seems that large cities do not have a problem with finding unique values which are to distinguish them among other cities. Well, what is the story with smaller cities?
Pruszków is a city around which many negative stereotypes have been formed and due to its geographical location, it remains in the shade of Warsaw, however this does not stop it from the building of its own brand. A promotional campaign under the slogan “It’s time for Pruszków” has been launched. It is organized by our branding agency, Bakalie Studio Brandingowe. So far, in the framework of cooperation with the city’s Promotional Office, and image-informational folder has been prepared. Its aim is to present a true picture of the city and a campaign logo inspired by the dynamics of developmental actions, as well as to invalidate the various stereotypes.

The folder describes Pruszków’s biggest advantages in a clear and intelligible manner. It presents a picture of a city which not only has justified ambitions of becoming a respected brand but also, what’s more important, has the necessary potential to do so. On the visual side, it is also a beautiful photo album. Pruszków is a city exceptionally active in economic terms. It is a leader among independent research facilities in terms of investment attractiveness and development potential. This can be ascribed to joint efforts of local entrepreneurs and city authorities. There are many reasons for which to invest in this city, starting with an advantageous geographical location, ending with extensive infrastructure. Being the second largest city in the Warsaw conurbation (55 thousand citizens), it wants to base the image of its brand on three pillars.
The first one is infrastructure which the city offers to all those who want to visit it. The location of Pruszków near important communication routes connecting the capital of Poland with the western parts of the country and Europe is it undeniable advantage. Construction of the first covered cycling track in Poland is underway. Furthermore, among others, a railway container terminal and trans-shipment terminal for trucks are available.
The second pillar in image development is connected with the creation of favourable conditions for investments for companies by city authorities, which is a positive development, rarely seen in the Polish market in practice. As one of few districts in Poland, the Pruszków district received a “Transparency Certificate” which guarantees the clarity of procedures and non-tolerance for corruption.
However, the third pillar is connected with protection of the environment, culture and history. Within the city there is a protected landscape zone, where various cultural events are held, such as the “Concertos at the Orangery” piano festival. An interesting fact in the history of the city is the existence of the oldest Polish Majewski’s pencil factory, which stared operation in 1889.
Pruszków wants to promote its image with determination. Present and future actions connected with the development of the Pruszków brand constitute a unique case study which is worthwhile to track personally, since it could provide those interested in the branding of countries and cities with many valuable hints.

Bakalie in Cieszyn - 2007-09-03


Our exhibition at the Cieszyn Design Centre is over. We would like to thank all those who took the time to see our works. We are convinced that our designs have made you more familiar with the concept of branding, something which we deal with everyday. It seems that enthusiasts of quality design have found something to their liking, which high attendance at our vernissage and high interest of media connected with art in our exhibition seemed to prove. One can find reports on our presence at the castle, among others, at such Internet sites devoted to applied art, graphic design and culture, as:,,

We would like to thank and give our best regards to all those, who made the exhibition possible.


Preview today! - 2007-08-08


We would like to invite you to an interactive exhibition of Bakalie's artistic oeuvre, held at the Cieszyn Centre of Design. Today, at 6 pm, a preview will be held, preceded with a 2-hour-long workshop for children, staged by Magda, Ela and Karol. See you in Cieszyn, where oranges, nuts and dried fruit, cookies and other delicious ideas will be waiting for you.

Bakalie in PRINT magazine - 2007-06-27


The prestigious New York bimonthly Print magazine, dedicated to visual culture and design, presented the best European designs. Bakalie have been distinguished for their Advertising Creators Club catalogue and the CSR report for Danone.
In the Advertising Creators Club catalogue the best 2005 advertising art design are published. In Danone’s CSR report, Danone’s CSR philosophy and actions in Poland are presented. The jury of the Print’s European Design Annual 2007 included: - Julia Hasting, design director of the New York Phaidon Press, member of Alliance Graphique Internationale; Toby Southgate, managing partner at Third Eye Design, independent brand consultancy company with studios in London, Glasgow and New York; Jakob Trollback, President and Creative Director at Trollback + Company, multi prizewinning company specializing in branding.

Branding for IFV - 2007-02-28


The French Institute has entrusted Bakalie with the creation of the image of its brand. Bakalie will deal with the visual aspect of the brand’s communication. The company was selected by way of tender. It received the order as a result of a professional and unconventional approach to its work.
Cooperation will be on-going in nature and will cover innovative visual identification and “The French Institute” brand communication issues.

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