Master thesis deals with the visual identity of a product through its brand identity, packaging and product promotions in the context of specifics of the selected market and target group. Its purpose is to explore a personal project created as a part of the course „Design of the selected graphic product“, at Faculty of Graphic Arts, University of Zagreb – design of a premium brand of home and office light-bulbs Aha, three of its packagings and promotion of the brand. The purpose of thesis is to explore how will Aha brand act on the shelves of the market for which it is not designed in comparison with the market for which it is designed. The purpose is to find out which are potential problems of design which would be necessary to solve prior to the placement of brand on the new market. Research is conducted at the Croatian market and selected Spanish market, and on the target group of highly educated men from 25 to 50 years of age. It is conducted theoretical analysis of both markets and their design in socio-economic context, and observational study of brand and packaging designs in mentioned category of light-bulbs, on relevant global web portals of packaging design and in their distribution channels of both markets. In addition, it is conducted survey and interview among target group form Croatia and from Spain in order to discover which are visual codes in each market, how target group on each market interprets brand messages and which are wishes, needs, habits and values of a target group on each market.