Visual identity is undoubtedly related to the perception of the environment about the brand itself. Primarily, it is the one we can see and spot in the mass of brands. Its influence on decision making can be crucial as it represents the brand image itself. Many of us have encountered different brands, but we have not given equal influence and attention to everyone. In other words, looking at the shelves of retailers, some brands stood out because of their visual features. Whether it was a color, an interesting shape, a symbol or something else, they captured our view and attention. That image of the brand visual identity will remain deeply stored in the consumer’s memory. Every time he remembers that brand, he will imagine the visual identity or individual elements of it. The brand created on this track is Vegeta with a recognizable blue color that has adorned the brand for many years. From the beginning, it was known that there was only one brand of recognizable blue color with which many memories from the family atmosphere were associated. Also, the manufacturer of this brand, Podravka d.d., has secured its recognition by using red color, which gives it strength. Consumers are the ones who decide based on what they see and create their own perception. Unattractive and repulsive brands will distract the consumer, while attractive ones will stimulate curiosity and purchase. This paper seeks to answer the question of how consumers perceive a brand image with respect to its visual identity. More than ever before, organizations must make an effort to make their brand stand out in a saturated cauldron of brands.