From „Vičiūnai“ to VIČI: the logo’s journey through the Group’s 35-year history
Today, the VIČI logo can be seen on thousands of different products, in retail outlets, at international trade fairs, and across digital channels.
In many markets around the world, it helps consumers recognise a brand created in Lithuania, yet its story began with a much longer name – “Vičiūnai”.
Over the 35 years of Vičiūnai Group’s operations, its visual identity has evolved alongside the business. The scale of the company’s operations, product categories, markets and communication channels changed, and the brand mark had to change with them. Some of its elements were updated, while others were retained, but the logo’s primary purpose remained the same – to help consumers recognise VIČI products wherever in the world they are presented.
At the beginning of the story – the “Vičiūnai” name
The history of Vičiūnai Group began in 1991. During the company’s first years of operation, its products carried a fairly simple “Vičiūnai” logo, with the company’s name serving as its main focal point. At the time, the priority was to present the name clearly and ensure that it was recognisable on the first product packaging.
As the company grew, expanded its product range and entered new markets, the style of the logo was modernised, while the “Vičiūnai” name remained unchanged. Its graphic presentation, typeface and framing evolved, making the visual identity more distinctive and easier to recognise.
The updated visual identity was later complemented by the slogan “Sea of Flavours”. It conveyed the direction of the growing brand – to offer consumers a wide selection of fish and seafood products and a variety of flavours. “Sea of Flavours” created a direct connection with the company’s core business and its products. At the same time, the slogan made it possible to present the world of “Vičiūnai” more broadly – not merely as an offering of individual fish products, but as a whole encompassing different flavours, choices and new discoveries.
The Lithuanian “Vičiūnai” name and the slogan accompanying it reflected the company’s origins and the early stage of its development. However, as the business expanded beyond Lithuania, there was a need for a shorter, more universal and more easily recognisable brand mark for international markets – one that would also be suitable for packaging of various sizes.
The 2000s: a new logo for a growing brand
A fundamental change in the brand’s visual identity took place in 2000, when the company began expanding more actively into Western European markets. As Visvaldas Matijošaitis, co-owner and founder of Vičiūnai Group, explains, the long Lithuanian name “Vičiūnai” was more difficult for foreign consumers to read, pronounce and remember, creating a need for a shorter, clearer and more universal brand mark.
Visvaldas Matijošaitis recalls that the shorter logo came about very simply, while its visual identity was born unexpectedly – on a napkin.
“After one of the trade fairs we attended in Brussels at the time, we were having dinner at a restaurant with our French partners, where we spontaneously wrote the four main letters – VIČI – on a napkin with a pen. It seemed as though something was missing, so we also drew a seagull. That is how the VIČI brand, which is still known around the world today, was born,” recalls V. Matijošaitis.
From “Sea of Flavours” to “Delicious Right Away”
As the VIČI product range expanded and dumplings, pancakes, pizzas and other categories appeared alongside seafood products, the previous slogan “Sea of Flavours” (translated into English and used as “World of tastes”) no longer reflected the brand’s full offering. Therefore, in 2018, the new VIČI slogan “Delicious Right Away” was born.
For a long time, the slogan “Sea of Flavours” accurately reflected VIČI’s origins and the brand’s strong connection with the fish and seafood category. However, as the brand grew, its product portfolio expanded as well – the VIČI offering has long extended beyond seafood products alone. This created a need for a more universal brand promise that would be relevant across different product categories and markets. This is how the slogan “Delicious Right Away” was born, conveying what matters most to the VIČI brand today – great taste, quality, and the convenience and quick preparation valued by modern consumers.
A new stage – a considered evolution
The latest stage in the evolution of VIČI’s visual identity began in 2025, when an updated logo was introduced. Rather than radically changing the brand mark familiar to consumers, the decision was made to modernise it subtly and adapt it more effectively to today’s communication needs.
The logo’s shape and proportions were adjusted, and a clearer typeface that remains more legible at various sizes was selected. The white outline surrounding the brand mark was also removed. At the same time, VIČI’s core colours and overall visual character were preserved.
The latest update has allowed the logo to retain the recognition built up over many years while giving the brand mark greater clarity and a more contemporary appearance. This change is best described not as a revolution, but as a natural evolution. VIČI does not reject its previous history – the new brand mark continues it, preserving the elements familiar to consumers and adapting them to a new stage in the brand’s development.
The form changed, recognition remained
The history of the VIČI logo reflects the growth of Vičiūnai Group as a whole. The shorter VIČI brand mark, which replaced the Lithuanian “Vičiūnai” name, accompanied the company as it expanded its product range, entered new markets and became an international food business. The latest logo update marks another stage in this story.
As Liudas Skierus, co-owner of Vičiūnai Group, explains, it is still a pleasure to see VIČI products abroad today, and it is particularly gratifying that they reach even the most remote corners of Europe.
“I often visit Iceland. Not far from the main island, less than an hour away by boat, is the island of Vestmannaeyjar, home to around four thousand people. When you see our surimi sticks, pancakes or "Gyoza" in a supermarket there, at the edge of the world, it is a wonderful feeling. It is very, very gratifying,” says L. Skierus.
After 35 years of Vičiūnai Group’s operations, the VIČI brand continues to evolve alongside the business, its products and the world of its consumers, while preserving its connection with its Lithuanian origins. An unexpected moment in Spain also symbolically demonstrated how far beyond Lithuania VIČI is seen today. On the day of Vičiūnai Group’s 35th anniversary, Visvaldas Matijošaitis spotted a VIČI advertisement there. This unexpected encounter with a brand that had become international over the years pleasantly surprised and delighted him.