Packaging for photographic equipment is characteristic of the era of analogue photography. With the development of digital photography, the use of photographic film and the traditional process of photographic development has significantly diminished.

The Zagreb-based company ‘Fotokemika’, founded in 1946, was a renowned manufacturer of photographic paper and high-quality black-and-white films during its 65-year history. Its most valued product worldwide was the classic Efke photographic film.

From the early 1950s to the late 1980s, Dušan Bekar, a graphic designer and associate of the advertising agency Ozeha (Croatian Advertising Institute), shaped the entire visual identity of Fotokemika. Bekar created numerous visual designs for the promotion of Fotokemika’s products, with the black-and-white silhouette of a man with a camera serving as the brand’s trademark on all promotional materials. One of these designs was featured on an illuminated sign atop a building, dominating Zagreb’s main square for decades. Bekar also designed the logo for the umbrella brand Efke and the packaging for Efke’s black-and-white films.