Logothetis: A Blend of Tradition and Innovation in Food Packaging

Antonia Skaraki's Award-Winning Design Marries Greek Heritage with Modern Aesthetics

Antonia Skaraki, the creative director behind this project, was inspired by the stories and myths about Mother Nature, a term first coined in Greece. Ancient Greeks personified nature as a young woman, representing the eternal source of creation. This concept was the driving force behind the creation of a brand for people with a true zest for life.

The unique properties of this design lie in its contemporary take on a traditional approach. Logothetis Farm in Zakynthos, Greece, offers Mother Nature's unique gifts through a farm-to-table experience. The design team created a classic and clean identity with a playful twist, using cute illustrations and soft pastel colours. This approach resulted in a warm, joyful aura that makes the packaging easily recognizable and memorable.

The design was realized using glass jars, paper boxes, and metal tins. The creative approach was designed to minimize processing in packaging and facilitate recycling. All materials were meticulously chosen to enhance the experience and narrative of the products.

Creating the brand concepts required extensive research and a thorough market analysis. The design team also formed mood boards to better express the company's values and ethos. The most significant creative challenge was linking all meanings in one graphic concept while sharing the values and importance of Zakynthos heritage with a modern twist.

The design process, which began and ended in 2019 in Athens, Greece, was a collaborative effort. Designers Andreas Deskas, Evri Makridis, Valia Alousi, and copywriter Sotiria Theodorou contributed to the project. The attention to detail in design and storytelling reflected the character of the products, revealing the hard work invested in each one of them.

The final design, a blend of tradition and innovation, is a testament to the power of storytelling in design. Logothetis Farm lets the values and importance of the legendary Greek heritage emerge in a dynamic way. The packaging gives a warm aura that welcomes all consumers, demonstrating the magic of design, storytelling, and branding.