“Melima is a distinguished Greek brand for traditional, handmade delicacies. Following an ownership change in 2016, the new management decided to pursue a drastic shift: keep the same amazing recipes and production values that have defined the brand’s identity, but change everything else.

We were asked to create an identity that reflects the new orientation of the company, which is much more INCLUSIVE . For the client, it was important that the new packaging communicates that the products are made in the traditional way and with fresh ingredients but also one that stands out. At the same time, they wanted to convey the fact that the brand is run by a small company that emphases on quality. Finally, the client required that the new identity represents high quality but affordable delicacies.

We came up with the name “Melima” which, in greek, stands for caring. The name and new packaging, was inspired by the love and care in which the products are being prepared. For each of us, caring comes from the people who love us and want the best for us. Different characters with different personalities: our mother, our brother, our godmother, our best friend, our boyfriend etc. These characters were illustrated in a series of figures that offer a heart shaped hug. With the smiling figures, he hope to create a sense of familiarity to the consumer, because it associates each product with a specific face figure. In this way, we achieve the intimacy and the idea of a small company and an affordable product. So far, we have designed 25 different figures which correspond to a special recipe and hope to make the family bigger. We chose a black and white packaging identity with a window in the heart of the hug of each figure. In this way, the graphics act as a back structure that reveals the unique colours of the pasta.”

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