We created KGS and set the communication standards. Our goal was to retain loyal customers, strengthen the market position, and expand the target audience. We defined a brand image that resonates with all generations – from cheerful sheep and lively illustrations with meticulous details, to slogans like “stay blaaack” and “malo bleeeja, malo sladoled” (“a little hanging out, a little ice cream”), which carried different messages to different target groups, all united by the same idea: Crna Ovca – authentic, free, and unapologetically itself.

We branded the physical space (three locations in Belgrade and Novi Sad) while also creating the imaginary world of Crna Ovca. The challenge was to present Crna Ovca as a community of diverse characters — encouraging the audience to identify with the brand by recognizing the “black sheep” in themselves. The printed walls inside the shops became some of the most photographed spots in Belgrade and Novi Sad. Everyone could be a black sheep on social media — both in their own world and in hers.

Just as it pushed boundaries in creating and combining flavors, Crna Ovca also set its own rules in market presence. It doesn’t try to be understood by everyone, but those who do understand it will stay loyal. With only 120 posts in three years, the brand built a community of 15K followers on Instagram and 25K on Facebook. The decision to focus on quality over quantity in social media communication proved successful, creating a loyal customer base and genuine, proactive brand ambassadors in both digital and physical spaces.