The topic of the graduate thesis is the creation of a visual identity and business and promotional materials for the newly established craft in Hrvatsko zagorje, Štruklica. It is a small private craft founded by a middle-aged person, as its owner and sole employee. The craft is engaged in the production of frozen dough products in the form of the famous strudels from Zagorje for baking and cooking, stuffed croissants and rolls, and various pies that are being sold in frozen form. Frozen bakery products have become popular nowadays in retail chains that and the demand is growing due to the current global situation. The advantage of the craft is that it is explicitly homemade, handmade and it uses natural ingredients. Through this thesis, the craft is positioned in the market by its values, taking into account the analysis of competition in retail chains and the market survey. For market positioning, a visual identity was created with the accompanying book of standards and accompanying business documentation. Furthermore, for consumers to be able to obtain the necessary information about the activities, promotional materials in the form of brochures, flyers, and stickers on the packaging were made. Through the mentioned graphic solutions, Štruklica is presented as a domestic producer of traditional recipes from Zagorje.