In this graduation work thematic of the visual identity and the packaging design is been discussed. A realistic example of a dairy in Čakovec called “Hamer d.o.o.” is been used. The present visual identity of the diary is made non-quality and the future identity of the diary is not identified. It is necessary to create a new name and a new personality of the diary and on the end, to make a quality visual identity and packaging design. In order to know the present state of the diary and the perception of the identity better, an analysis of all the products of the diary has been made. The purpose of the products, the quality of the design and the perception of the design had been analyzed. A questionnaire for the owner of the diary has been made in order to see his wishes, visions and his personal perception of the diary. When there were lots of information gathered, and a detailed analysis made, a questionnaire for the buyers has been made. Through that questionnaire it was found out what the customers think about the diary and the products of the diary. That kind of a questionnaire is a foundation of a new diary identity. A new concept “Zrindol” has been created, which will wholly fulfill the needs of the present and future customers. After creating the concept and the “story” of the brand, a logo which will wholly represent the concept of the future brand has been made. A book of standards has been made and lastly the packaging design which radiates with the vision of the new identity.