Dobrý Anjěl

Branding

How we reimagined the future of one of the most beloved brands in CZ & SK

On a crisp morning, fueled by ambition (and maybe a bit too much coffee), we set our sights on new creative horizons and stumbled across a perfect opportunity on LinkedIn: the CEO of Dobrý Anjěl (literal translation: the good angel) was searching for visionary minds to rebrand their beloved, purpose-driven organization. While our proposal didn’t make the final cut, this project—rooted in heart, craft, and a dash of bravado—was such a meaningful labor of love that we simply had to share it with the world.

The Dobry Anjel brand is a true icon in the Czech and Slovak

regions, so we were a bit nervous at first to make any changes.

But it was starting to feel a little outdated, especially with

its old Keith Haring-inspired style.

We decided to keep the angel at the heart of the design,

but updated its look to meet current standards. We also made

it bolder to improve legibility and tilted the angel’s gaze upward,

giving the whole logo a more hopeful and uplifting feel.