This thesis focuses on the analysis and interpretation of the visual identity of "Gorice Trgovina," with a special emphasis on the visual and symbolic aspects of the brand. The paper begins with an exploration of the historical and cultural context of Varaždin County, which forms the foundation of Gorice Trgovina's brand philosophy. Through the analysis of the "TRS" brand, the thesis demonstrates how the brand successfully integrates local heritage and contemporary ecological practices into its identity. The study focuses on the process of designing the logo and product packaging, exploring the symbolism of the colors, motifs, and materials used. Product packaging is described in detail as a key element of the brand's identity, with a particular emphasis on sustainability and visual consistency. The use of recycled materials and minimalist design reflects the brand’s commitment to environmental preservation and support for local producers. In its conclusion, the thesis addresses the importance of branding in modern business, highlighting the significance of authenticity, visual identity, and connection with the local community. It also analyzes how the "Gorice Trgovina" brand serves as an example of successfully blending traditional values with modern branding approaches.