The aim of this work is to present the visual identity of the Osijek company Saponia from the beginning of its work until today. Visual identity is a set of all symbols and graphic elements whose main goal is to express the essence of the company. It is the sum of everything that potential consumers can see when presenting the company. It includes basic elements such as the logo, color system and typography, as well as specific elements such as images, posters, publications, advertising, packaging and web pages. Most of the specific elements contain the basic ones, so the basic elements in combination with the specific ones form a meaningful whole. It is often thought that image and identity are equal, however, this is not the case. The company's identity is built by the company itself through an active relationship with the brand, maintenance and direction, while the image is only the customer's impression of the brand. Therefore, the creation of the image is influenced by the created visual identity, but not the other way around. Each of the elements of the visual identity must be designed to best represent the company, brand or product. Saponia d.d. is a chemical and pharmaceutical company based in Osijek, which started its work in 1894 with the production of the first soap. They advertise their products with advertisements and through prize games, discounts and gift packages. In addition to all that, they also promote existing products on social networks, but also present new product lines. They are aimed at all generations of consumers with different purchasing power. Today, there is almost no household that does not have at least one product from their rich assortment. The packaging is practical, has a quality design, but is also visually attractive and conveys the appropriate message. The visual identity of Saponia could certainly serve as a good example of continuous work and a well-designed visual identity.