The brand Arhaica has been developed from the brand LAN in order to make it reachable for the wide public. The main purpose is the promotion of the Slovene heritage trough the sale of such products, which are on sale also to the general public. An important segment of marketing of these products in rural environment is through local tourist offer, which is part of a wider tourist offer.   Development of the brand Projects Others about Arhaica     mag. Gregor STARC, the manager of the brand ARHAICA   Slovenia has become part of European Union. We think that its image should be built also through a brand, which unifies stories from the past arranged for the attractive experiences in the present. We are aware of the fact that such a brand cannot be built over night. The Starc family has been developing it for years within different kind of projects. Reactions show that the chosen approach is the right one.