Branding for The Grecials, a line of food products that represent the best the Greek earth has to offer.
The Grecials is an initiative by a major Greek agricultural cooperative to collect the top food products from small producers throughout Greece, to be placed on the Greek but mainly on the international market. Respect for the Greek earth and tradition is at the very heart of the brand. It is a labour of love by people who cultivate their land ethically, ensuring sustainability and high biodiversity.
The naming of the brand was a real challenge in terms of originality and availability, especially when a brand is made to reach various markets across the world. We came up with “The Grecials”, a mashup brand name from the words Greek and Specials. On the one hand, it clearly signifies the Greek origin of the products to the international audience, while on the other is highlighting a brand that aims to promote the specialties, the signature products of each area of Greece.
The design brief required a flexible house style applicable to many categories of products, and several variants within each category. At the same time, we sought an international visual code for ‘greekness’; a white arch, a dominant architectural element in Greece, and particularly in the Aegean islands. The arch is accompanied by a shadow, signifying the blinding light of Greek summer.
Each product category is distinguished by a stylized natural element – an olive leaf, a beehive, a pomegranate. The typography is Doric, with colour-coding for variants within each product family.
CREDIT
- Agency/Creative: 2yolk
- Article Title: The Grecials Branding by 2yolk
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Greece
- Agency/Creative City: Athens
- Market Region: Europe
- Project Deliverables: Brand Architecture, Brand Naming, Packaging Design
- Format: Bottle, Jar
- Substrate: Glass Bottle, Glass Jar
- Industry: Food/Beverage
- Keywords: branding, packaging design, naming, traditional products, food packaging
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Credits:
Founding Managing Partner: Emmanouela Bitsaxaki
Founding Creative Partner: George Karayiannis
Senior Designer: Fillipos Avgeris
Senior Copywriter: Despina Sakellaridi
Studio Manager: Alexandra Papaloudi
3D Designer: Marina Vardounioti
Account Manager: Mariatina Kotsali
