As part of the new cycle of the “Designed by People” program, Radenska offered its users the opportunity to become part of its creative team and learn about design, communication, and branding processes. In collaboration with the Sonda creative center, a team was selected that has been working and developing its skills since spring under the guidance of experts to prove itself with the final product – a creative concept for Radenska’s winter look, which is already available on store shelves.

Numerous individuals from Slovenia and Croatia of different ages and experiences responded to the competition. All were united by the desire to acquire new competencies and leave a personal mark on the special edition of Radenska, which is already available on store shelves in Slovenia and Croatia.

No prior knowledge was required to apply, but primarily an openness to learning and getting to know the creative processes, which was crucial in selecting the six candidates – Nataša Kozlica, Danko Lazić, Ivona Vilušić, Brigita Kukovec, Janja Junež and Ivana Kalc. Since March, they explored and developed their potential through practical work in workshops. The project participants were introduced in detail to numerous processes that contribute to creating a market-successful product in various professional fields.

The creative approach of the diverse group of Radenska users, with the support of expert mentors, even exceeded the company’s expectations. “The project was perfect for us because Radenska is driven by social responsibility, listening to users, and the desire to introduce new products constantly. We were happy to watch as fans of our bubbles get to know the production, creative, and business processes by which we bring water treasures from untouched nature into consumers’ homes. It was an interesting and educational experience – not only for this creative team but for all of us,” Egle Wehle, Marketing Director at Radenska, was delighted with the team’s diligence and creativity.

As part of the project, the creatives, in addition to the holiday labels, have also prepared a Christmas assortment – socks, hats, and sweaters, which are also part of a holiday prize draw in which loyal consumers can participate.

In the final phase of the project, held at the Sonda creative center, Radenska representatives, Ivana Fočić, senior brand manager, Sonda creative directors, Jelena Fiškuš and Sean Poropat, Sonda Association director Silivija Kovačić, and project participants joined the event. On this occasion, the project results were presented, impressions and experiences were exchanged, and the participants were awarded recognition for their contribution, along with gifts created as part of the project.

With each next cycle of the Designed by People program and new collaborations with brands, new creative possibilities are discovered, demonstrating the power of involving users in the creation process.