Description: Logo design and extensive corporate identity, with numerous applications, for the Aetherion Café – Bar – Restaurant on the island of Patmos.

Strategy: The branding strategy was based on a bold challenge: designing a brand that consists of pebbles (the store’s natural environment), but remains light, almost airy!

Logotype: The logo is consisted by a vertical arrangement of abstract elliptical shapes, each of which visually balances on the previous one, without touching it. Thus, the design ensemble maintains its coherence and functions as a single symbol, while allowing air to pass through it. The composition directly refers to a column of pebbles, which could also be seen as a reflection of light in the waters of a coast. Furthermore, without a trace of sophistication, the shapes refer to objects of catering: a drop of coffee dripping into a cup, a dinner service, and a salad bowl… they are all there. Finally, the brand name was designed with specific capital letters, which, while referring to ancient Greek writing, maintain absolute design coherence with the composition of the logo, avoiding the trivial rendering that we find in many other Greek tourism and catering brands.

Corporate identity: The brand’s corporate identity design aimed to reflect its carefree island character and Greekness. This was made possible by the development of a multitude of applications (menus, clothing, cards, placemats, coffee cups and cases, Cold Brew packaging, coffee capsule boxes, stickers) that were developed based on simplicity and functionality, focusing on very soft blue and beige color tones.