This paper explores the meaning and purpose of branding, and the importance of high quality visual identity in the case of Rujanfest event that takes place in Zagreb annualy since 2008. As the only festival of folk music and gastronomy in Croatia Rujanfest became an event whose popularity is on the rise which is why the need for a branding arose. Brand is the perception of a product or service in the minds of consumers that is created through the experience that consumers have with that product or service. For this reason, conducting research on the current attitudes and perceptions of consumers related to Rujanfest as an event and for visual communication it provides (the logo and 4 promotional materials to navigate through numerous parts of the festival). Based on the results a brand strategy is devised that includes brand positioning, creating the visual identity and the overall image and communication with consumers. The very design creates a uniform visual language that is understandable and attractive to consumers. A combination of good strategy and good visual presentation creates a brand that can survive in a competitive market. Performance solutions are tested further and the entire project is presented through a book of graphic standards.