The development of pharmaceutical industry in Croatia can be systematically traced after World War I with the emergence of domestic pharmaceutical companies. During this time, the ‘Kemika’ pharmaceutical and chemical factory was established in Zagreb (in 1919) along with the ‘Kaštel’ factory in Karlovac (in 1921), a predecessor of ‘Pliva’.

Kaštel d. d. (plc) developed a variety of marketing strategies to better market their products, including advertising, presentations, and printing brochures and leaflets. The Factory’s packaging and promotional materials were printed at the Dionička štamparija (Joint-stock Printing House), founded in Karlovac in 1921.

The products’ visual identity was designed by professional artist and designer Pavao Gavranić, an important figure in the development of graphic design in Croatia. Visually appealing packaging and promotional materials promoted a lifestyle filled with health, strength, and energy, relying on proven and scientifically evaluated medications. This marketing stance continued even after the Kaštel Factory was merged with the State Institute for the Production of Medicines (Pliva) in 1945.