Noma (Νώμα) is a mass-market 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 designed the packaging for two flour product lines produced in Cyprus.
Researching Cyprus’ rich tradition, we found great inspiration in the handmade folk art and detailed ornamented Paphos textiles. Initially, we designed a vector illustration on a grid following traditional embroidery techniques dating back to the 19th Century. To express the local character and handmade qualities in a modern and emotional way, we partnered with the artist and creator Porfyria Moschopoulou to make an analog prototype embroidery. Then we photographed and digitally processed the object to finally use it as the pack’s key visual across product lines. The final result is a figure symbolizing mother earth and connotating handmade production on multiple levels.
Following the color coding of the market, the main line has 3 SKUs, and the second line, with 2 SKUs, is differentiated with inverted colors. A balanced palette between vintage earthy tones and eye-popping, vibrant hues helps the consumer navigate easily. It gives a distinctive look to the product lines allowing them to maintain a strong presence on the shelves.
Combining the initial look that reminds traditional textiles with the down-to-earth colors and modern typography elements, the end result is a modern twist to tradition applied to a fast-moving consumer product.
CREDIT
- Agency/Creative: Caparo DC
- Article Title: Inspired by Mother Earth, Noma Flours by Lidl Celebrate Craftsmanship, Tradition, and Artisanal Culture in a Modern and Emotional Way
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Greece
- Agency/Creative City: Athens
- Market Region: Europe
- Project Deliverables: Graphic Design, Illustration, Packaging Design
- Format: Bag, Pouch, Wrap
- Substrate: Pulp Paper
- Industry: Food/Beverage
- Keywords: Lidl, Flour packaging, FMCG, CPG, Caparo, Caparo DC, Caparo design crew, Bakery packaging, Flour branding, Baked goods packaging, Best bakery packaging
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Credits:
Caparo: DC
brand name: Yorgos Garefalakis
embroidery): Porfyria Moschopoulou
3d renders/packshots): Kleon Zisimopoulos
Client: Lidl Hellas & Cyprus
