20 Years of Everyday Joy

For two decades, Fish & Zeleniš has been one of Novi Sad’s most vibrant places – an authentic restaurant with a Mediterranean meraki soul.

Though widely known for its honest cuisine, arty atmosphere, and unpretentious spirit, twenty years of heritage also shaped a perception among newer audiences that it’s a place “for special occasions.”

The Strategic Opportunity

We approached the anniversary as a chance to reaffirm the brand’s original position by celebrating the vision it was built on:

Hedonism as an everyday attitude – not a planned or occasional spectacle.

Creative Hedonism

To move the brand away from exclusivity and bring it back into the realm of everyday closeness, connection and spontaneity –  the communication needed less ceremony and more life.

The anniversary identity shaped as a series of postage stamps and “souvenir” stickers became an homage to everything that defines the Mediterranean spirit and the brand’s core message.

From the stamp form and illustration style, to the colors, messages, and typography, the system highlights everything that keep us relentlessly in“In Love with Life”: nature, freedom of expression, small imperfections, daily delights, and togetherness.

The Result

The identity became a visual system, the platform for long-term communication across digital and merchandising channels – not a one-off anniversary mark.

The brand got the voice that rejects predictable restaurant communication, embracing spontaneity, liveliness, and genuine human connection as its guiding principles.