Brief
Noma (Νώμα) is a Greek brand by Lidl with a broad portfolio of quality food and beverage products characterized by local ingredients, regional flavors, and traditional recipes.
The brand’s core values are authenticity, tradition, honest locality, but also nostalgia (“νώμα” means remembrance, memory in ancient Greek). We were asked to design the packaging for a liqueur with Mastic PDO from Chios Island.

Design and Solution
This alcoholic beverage has its own long heritage tradition in the Greek table, consumed as an aperitif or after food. It’s served plain and used as a base for cocktails.

Our strategy was to create a modern and elegant look & feel that expresses the traditional flair of the product and celebrates its origins.
Chios is the Greek island where Mastic has been produced for over 2500 years (Protected Designation of Origin). We decided to use as our primary vehicle the “Ξυστά,” the distinctive decoration elements found outside every house of the village in Chios, most known for its quality mastic.

We used watercolors to add a craftsmanship touch to the look and further their playful character and the nature of the product. To further enhance this, we used a close-up image showing a worker’s hands from the fields during the mastic production process, placing it on the back side of the label!

This visual contrast between illustrations and photography and the parallel connection the two images create since they both express a rustic essence is a twist that makes the experience of discovering this product unique.

The silver foiling on the bottle cap and the subtle metallic Pantone colors used on the matte textured paper of the label provides a subtle elegance that helps the product stand proudly on the mass market Lidl shelves.