I build visual identities and creative systems for brands that want to be remembered — not just seen. Strategy-led design from brand foundations to final execution.
Naming, logomark, typography, colour, tone of voice — the full identity system that defines how your brand looks and sounds across every context.
Strategic visual direction for campaigns, product launches and editorial projects. I work with your existing team or bring in trusted collaborators.
Premium packaging for food, beauty, lifestyle and wellness brands. Structural concepts, artwork and print-ready files with supplier specifications.
High-fidelity website design in Figma — delivered as pixel-perfect specs for your developer. Interaction design, mobile-first and accessibility considered from day one.
For established brands that have grown beyond their original identity — strategic evolution rather than revolution. I work with what's right, fix what isn't.
A focused 5-day intensive for startups who need clarity fast. Core identity decisions made, logo and basic system delivered. Ship-ready by Friday.
"Good design doesn't announce itself. It just works."
I'm Luka Petrić — a creative director and brand designer based in Zagreb. I started Studio Luka in 2013 after seven years in London agencies, working with clients from independent food producers to FTSE-100 companies. I came back to Croatia to build something of my own.
Studio Luka is deliberately small — I work with a tight network of trusted specialists rather than maintaining a large team. This means you get my full attention on your project, not a junior working from a brief I wrote. Over 80 brands and 12 years later, the work speaks for itself.
Start a Project →A focused briefing session — your business, your audience, your competition and where you want to be. We agree on what success looks like before I start designing.
A clear creative direction document: positioning, tone of voice, visual references and a defined aesthetic territory. Agreed in writing before any design begins.
Two distinct concepts, fully realised across key applications. Honest feedback sessions, two rounds of refinements. No design-by-committee, but genuine collaboration.
Full brand guidelines, all file formats, print-ready and screen-optimised assets. A handover session to ensure you know exactly how to use everything.
Luka took our vague brief and turned it into a brand that we immediately felt proud of. He asks better questions than any designer we've worked with. The result is exactly who we are — just more so.
We'd had our logo for 12 years and were afraid to touch it. Luka's brand refresh preserved everything that mattered and fixed everything that didn't. Sales have increased 35% since launch. Draw your own conclusions.
The 5-day Brand Sprint was the best investment we made at the seed stage. By Friday we had a real identity we could put in front of investors with confidence. Luka works fast without cutting corners.
I take on a limited number of new projects each quarter. Tell me about what you're building and let's see if we're a good fit.
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