Osijek

Culture & Events

Lega-Lega

Beer, matches and soap used to count among Osijek’s most famous exports. Nowadays the Slavonian city is more widely associated with cool design, thanks in large part to the Lega-Lega label, a range of cute, zany and cleverly packaged accessories and stationery that successfully unites quirky subculture with commercial acumen. The label name is in itself a reference to local street culture – ‘lega’ (short for ‘colleague’) is a specifically Osijek form of greeting, meaning something like ‘hi there!’ or ‘what’s up?’.

Lega-Lega is the brainchild of design studio MIT, a group of local creatives who discovered that they had more bright ideas than they knew what to do with and simply decided to go into production with the best of them. At the end of 2006 MIT made a set of exclusive triangular-based teacups packaged in a matt black box as a special gift for some of their best clients, and were so pleased with the results that they decided to extend their activities into the commercial mainstream. They started producing own-design T-shirts printed with an imaginative selection of quirky designs and messages, and a range of stationery (notebooks, diaries and so on) sporting an attractive selection of printed, textured jackets. The brand became nationally visible in 2009, when Lega-Lega started selling their products in the Profil chain of multimedia stores. The T-Shirts were packaged in milk-carton tetra-packs, a brilliant stroke of marketing inspiration that conveyed the idea of freshness and caught the public imagination at the same time.

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