Visual identity of a product makes a significant role in the formation of a brand and its positioning on the market. We live in a time of consumer society where every day more and more products appear on the market. Market competition is anything but small, and for the product to be noted among the competition it must have an added value which differentiates them from the already offered. Croatia´s accession to the European Union and it´s adaptation to the requirements of the law, formed the so-called Family Farm Business (FFB), which offers local products that are more or less naturally grown and environmentally friendly. In a very short period of time, there have been established several of different Family Farms Businesses that are trying to promote domestic production, domestic quality and natural farming. Given the abundance of Family farm businesses, and the growth of the demand for local and organic products, the competition of Family Farm Businesses is increasing day by day. Many family farms do not invest much in their packaging and product promotion. This paper and the research will ultimately shape the visual identity of such products to indicate that the quality of a product is not only responsible for its success but its way of communicating with the consumers. The practical part of the work - visual identity, will have the task to communicate as domestic and eco-grown product which will apart from other farm products thanks to its graphic solution.