This thesis addresses the process of an evolutionary corporate identity redesign, focusing on the café and patisserie Sladki vogal - a company with a long-standing tradition. The theoretical section provides a detailed overview of the core elements of visual communication, graphic design, and corporate identity, with theoretical frameworks supported by multiple case studies analysis of best design practices among related businesses within the same industry. The empirical framework is based on two distinct quantitative research studies: the first, which utilized a survey among loyal customers to analyze familiar and cherished elements as well as shortcomings of the existing visual identity and digital presence, and the second, conducted among the general public to evaluate the impact of the new design. Based on the findings of both studies and theoretical insights, a comprehensive visual modernization was developed in the practical section. This redesign preserves the brand’s tradition while adapting it to the contemporary market through storytelling and modern design solutions, which include both digital presence and essential printed materials, such as the new physical menu. The results of the second study confirm that a well-considered evolutionary redesign significantly impacts brand recognition, credibility and higher perceived value.
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