Peloponnese Visual Identity and Packaging Redesign

Brief in brief:

A purveyor of Greek and Mediterranean foods, including olives, spreads, grape leaves, roasted sweet peppers, and sesame tahini, Peloponnese® was launched by Greek gourmand Sotiris Kitrilakis in 1983 and has since established a reputation for producing some of the finest, most authentic Mediterranean cuisine in the world.
With an ambition to become brand leader in its category, Peloponnese® needed to refresh its packaging, which was looking outdated and not truly reflective of the passion and skill that goes into the production of this artisanal culinary range. Bulletproof was briefed to create a contemporary design that would give the brand strong shelf standout and entice new consumers to the range, while ensuring clear range navigation for shoppers.

Our thinking and doing:

Working from a design platform of ‘Heartfelt Foods’, Bulletproof created a new brand identity and packaging that strengthened the core equities of the brand, showing the village of Peloponnese, redrawn in a more contemporary style, evoking the idea of the small batch kitchens where the specialties are carefully yet passionately created.

The new design architecture unifies the range, making it easier for shoppers to navigate the portfolio, with each variant descriptor clearly contained within its own brightly coloured plaque nestled below the Peloponnese® logo, set against a bold blue background. The colourways were chosen to give the brand maximum standout at shelf, with the contrasting use of bright blue and dark blue on pack to create an impactful brand block.

The new design aesthetic speaks in a more colloquial and authentic tone-of-voice. A simple, hand-crafted logo and bright Mediterranean colours offer a uniquely warm smile at the shelf… inviting everyone to share in the warmth of the Peloponnese® table.

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International, strategic brand & packaging design agency