Description: Branding project with logotype, corporate applications, outdoor labelling and packaging for a historical bakery – pastry in Athens southern waterfront.

Strategy: Walking through its fourth decade, one of the most successful Athenian brands in the bakery – pastry industry broadened its vision and decided to renovate its store in full scale, converting it into a modern inclusive space, worthy of the ingenious and extra-fine products that sell and serve. Within the framework of its evolution, we decided to create a fresh visual communication identity, based upon the heart of the brand, preserving the consistency with the tradition that made it distinctive. We detected its heart deep inside the baking lab, which turns on the lights at two o’clock in the morning, ‘’before the rooster crows…!’’

Logo Design: Hence, we designed a logotype that represents a master artisan in the form of a rooster. The logo integrates numerous partial symbolisms, among them a wooden shovel and the prow of a gondola, depicting the fresh hot baked goods and the Italian coffee respectively. Equally, in purpose, we designed the penetrating look of our early bird, seeking to catch the eye of each observer individually, providing the feeling that the rooster communicates exclusively with him. Next, we supported the symbol with the brand name, using a clean and modern sans serif typeface. Thus, we offered a joyful meaning to the beginning of a tasteful day. A day worthy of eating and drinking and being merry.

Corporate Applications & Outdoor Labeling: We reinforced the rebranding with a series of corporate applications, like clothing, menu, placemats, etc, as well as with the design of the outdoor labels. We developed all these applications using details of the logotype, strengthening each one of them with the appropriate colour codes.

Packaging: Concluding the visual communication of the refreshed brand we integrated the packaging. In this case, we designed minimal forms, inspired by the diagonal lines that one can spot on the floors of the store, achieving to bring closer the architectural with the graphic design and further reinforcing the new corporate identity. The colour palette that we used for the packaging maintains the consistency of the identity, while effectively differentiating its distinctive elements (baked goods, pastries, ice creams, coffee and drinking beverages), hence Katsioulis is…. not just a bakery!