This diploma thesis follows development of author's brand „Shika“ over seven months. Thesis will describe all the phases important for quality development of the brand, from the creation of visual identity, that is branding, all the way to the elements of marketing and promotion. The theoretical part of thesis will talk about branding and marketing in general, listing all their essential elements and the differences between them. Each element will be supported by an example for better understanding of each element separately. Considering that the implementation of all elements requires much longer period than seven months or more involved people in the process, in the experimental part only some of the elements will be described which where listed in the theoretical part. In the experimental part will be described every step I personally took, from launching the brand out all the way to the last published collection. At the beginning, the elements of visual identity I created (logo, typography, colors, slogan and packaging) will be listed, then the process of printing and technology I use. After that, some of the photos from all three collections will be showed, in which you will be able to see design of each article that came out. In the end we will talk about elements of marketing that have been implemented in social media. The cooperation with three influencers will be described, how paid sponsorship in two social networks work and their comparison. This is followed by survey of the user's personal experience, where a number of people who have some of Shika items will be surveyed.