150 years of Belgrade Botanical Garden
Branding a Jubilee
Creative direction, Graphic design, Print
Designer
Lazar Rajković
Creative producer
Nađa Subakov
Brand manager
Tomica Mišljenović
The Belgrade Botanical Garden, known as Jevremovac, is one of the oldest and most cherished green spaces in Serbia’s capital. Established in 1873, it has long served as both a sanctuary for plant enthusiasts and an educational center for future generations. To mark its monumental 150th anniversary, we were invited to develop a cohesive branding system designed for a wide and diverse target group. Rich history, diverse flora, tradition. These words inspired the next few months of the process.
Step 1: Logo – Being the centerpiece of the entire branding campaign, the logo is a stylized counter that symbolizes the passage of time. Elegant yet readable typography was carefully chosen to ensure the logo’s versatility across digital and print applications.
Step 2: Colors – Whether visitors were engaging with Instagram content, walking next to the Garden, or buying a postcard, they were immersed in a colourful narrative. The combination of red and purple was unexpected, energetic, and brought this extra punchiness. We wanted you to stop and look.
Step 3: Key Visual – Who says science has to be boring? We wanted it to feel modern, stylish, even a little bit sexy. But the main motif still had to be easy to spot and flexible enough to scale to various media. We started by playing around with the number 150, while adding cool bits from the archives: 100-year-old handwriting, old stamps, and scanned flowers from the Garden’s own collection.
Step 4: Materials – This was the sweet part. We finally got to see (and touch!) our work out in the real world—postcards, tote bags, coffee cups, leaflets, magnets, badges, wooden pencils, banners...to name a few. For Instagram, we created a series of educational posts using masks that only revealed bits and pieces of the visuals. The shapes we used are actually all borrowed from the cool little details you can spot around the Garden.
Step 5: Šira silka exhibition – Finally, we came to creating over 45 educational boards that lined the Garden’s fence. These vibrant panels told stories from the Garden’s rich history, showcased key plant collections, and highlighted all the research and conservation work still happening today, including some historical gems that had never been shown before. By blending the old with the new, we helped shine a spotlight on the Botanical Garden as one of Belgrade’s must-see landmarks.