herman & partnerji Ties Radenska's Three-Hearts Symbol to Frog Discovery

herman & partnerji created a campaign for Slovenian mineral water brand Radenska built around a frog with heart-shaped eyes discovered near the brand's water source.

Radenska has long used a three-hearts symbol in its branding. The agency connected that visual identity to the frog discovery, positioning the amphibian as a natural indicator of water purity. The campaign centers the frog as proof of the source's environmental quality.

The work was confirmed by Aida Gadzo, a creative at herman & partnerji, in a May 7 LinkedIn post. Gadzo's profile shows she joined the agency in 2024 after previous roles at Publicis and VMLY&R.

herman & partnerji operates out of Ljubljana and has worked with regional brands including Petrol, the Slovenian energy company. The shop's previous work includes campaigns for Cockta, another Slovenian beverage brand.

Radenska, owned by Atlantic Grupa, distributes across Central and Eastern Europe. The brand's mineral water comes from a spring in Radenci, Slovenia. The three-hearts symbol has been part of Radenska's packaging since the 1970s.

The campaign follows a pattern of independent agencies using local environmental stories to differentiate commodity products. Mischief @ No Fixed Address positioned Liquid Death as environmentally conscious. Humanaut rooted Bojangles campaigns in regional pride.

No media spend figures or campaign duration were disclosed in the announcement.